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Customer Story

Flower Child

Hand holding mobile phone showing the Flower Child mobile app by Thanx
We thoroughly evaluated top-tier programs, like Starbucks & Sweetgreen, and engaged with every loyalty provider in the market. We contemplated investing millions in the most costly solution, but it offered nothing beyond what Thanx already provides. We couldn’t be happier with our decision.
Anita Walker, CMO
Flower Child

Flower Child, a leading health-oriented, fast-casual dining brand within the Fox Restaurant Concepts group and part of the esteemed Cheesecake Factory portfolio, sought to deepen customer loyalty and expand its market presence. The brand initiated a strategic overhaul of its loyalty program to enhance engagement with existing customers and seamlessly grow into diverse new communities across the nation.

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350%
Active membership growth in first 5 months
210,000
Total enrollment in first 90 days
1,600+
Sign-ups per location per month
Flower Child ordering experience on a laptop

Transition Challenge

Flower Child faced several hurdles with their previous loyalty system:

  • Engagement: Fewer than 10% of loyalty members made more than three purchases, resulting in lost revenue from failure to convert first-time visitors to loyal customers.
  • Data and Control: A significant portion of digital orders came through third-party platforms, resulting in lost profits and limited control over customer data.
  • Revenue Impact: Less than 10% of revenue was influenced by the loyalty program.
  • Technology Issues: Issues with hardware and technology led to customer frustration and staff reluctance to promote the program.

Our previous program gave away too many discounts without demonstrating any real return on our investment. It was costly and our customers and our staff were frustrated. We should have changed our loyalty program two years ago.
Stylized headshot of Anita Walker, CMO of Fox Restaurant Concepts

Anita Walker, CMO Fox Restaurant Concepts

To achieve the impressive results above, Flower Child rolled out a new app and web-based ordering and loyalty program with Thanx. The new program is significantly more user-friendly, offering an intuitive interface that makes it easier for customers to place orders and enroll. Enhanced features included personalized offers and rewards, automated purchase tracking, and one-click reordering and reward redemption. This strategic overhaul was not just about adding functionality; it was about enhancing the guest experience while optimizing data capture to improve marketing ROI.

2 examples of marketing campaigns for Flower Child

The new program was promoted through targeted marketing campaigns, leveraging social media, web and email, and in-store visibility including easel signs in front of each location, and the restaurant’s digital menu boards, to raise awareness and drive adoption. Special incentives were offered to first-time and converted users, and the sign-up process was streamlined to reduce barriers to entry.

To ensure a smooth transition, Flower Child prioritized clear communication to their existing loyalty members. Thanx facilitated a seamless migration of customer data — ensuring all existing rewards and credits were preserved.

Flower Child mobile app UI

Customer Feedback

Early users shared feedback highlighting the ease of the transition, with many appreciating the intuitive design and enhanced features of the new app. The seamless data integration allowed customers to continue enjoying their benefits without interruption, which built trust and satisfaction.

Encouraged by the successful transition and positive customer feedback, Flower Child plans to leverage these insights to continue enhancing the loyalty program. Upcoming updates will focus on personalizing customer interactions even further and expanding reward options to reinforce customer engagement.

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See how Flower Child increased cart conversion with Thanx’s industry-leading digital ordering experiences.

Full case study Download app
Photo of a Flower Child store front
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