case study

Loyalty That Pays Off: SpeakScale + Thanx Help Honest Mary’s Grow SSS by 17%

Thanx helps drive high-margin growth

17.8%

Same-Store Sales Growth

32.2%

Revenue Capture Rate (2x QSR benchmark)

88%

First Purchase Activation Rate

About

Honest Mary’s: Thanx was the ideal fit—offering segmentation, automation, and a customizable app.

Honest Mary’s, a fast-casual brand based in Austin, TX, partnered with Thanx and marketing agency SpeakScale to transform their basic loyalty program with Toast into a full-scale growth engine. With advanced segmentation, customizable app UX, and automated lifecycle marketing, they grew same-store sales by 17.8%, doubled industry benchmarks for revenue capture, and consistently see 425+ loyalty signups per location per month.

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Thanx has been one of the driving forces behind our 17.8% same-store sales growth. The platform’s ability to turn guest insights into action has been a game changer.

Nelson Monteith, Founder & CEO

Honest Mary's

We’re turning loyalty and guest data into meaningful revenue growth.

Nelson Monteith, Founder & CEO

Honest Mary's

The app feels like a natural extension of the Honest Mary’s experience.

Nelson Monteith, Founder & CEO

Honest Mary's

RESULTS

Saw immediate results

Overall activation rate

26.4%

Loyalty signups / loc. / mo.

425+

First purchase activation

88%

Honest Mary’s Recipe for Success

Thanx empowers restaurant marketers to attract guests and maximize customer lifetime value with top-tier digital experiences, robust loyalty programs, and intuitive marketing tools.

Lifecycle Campaigns That Convert

SpeakScale, the marketing agency that runs marketing for Honest Mary’s, built targeted campaigns using Thanx automations, turning one-time guests into loyal regulars. These automations helped Honest Mary’s achieve 88% first purchase activation, beating industry benchmarks.

Easy-to-Use A/B Testing and Reporting

With Thanx’s built-in testing tools, the SpeakScale team was able to optimize guest messages to improve ROI continuously. This iterative testing was not only easy, but it also helped scale revenue-driving offers across all locations.

Custom App UX That Reflects the Brand

Thanx’s app customization tools made it easy to design and evolve an app that felt like an extension of the Honest Mary’s brand—clean, intuitive, and life-giving.

Data-Driven Offer Strategy

Using Thanx segmentation tools, Honest Mary’s now delivers the right offers at the right moment. Their 32.2% revenue capture rate is nearly double the QSR average.

Operational Partnership That Drives Results

SpeakScale + Thanx worked together to implement and optimize the program, supporting Honest Mary’s through launch and ongoing growth.

Guest engagement for every segment.

Thanx made this data actionable through lifecycle insights, A/B testing, automated campaigns, and recommendations.