The third purchase is the critical inflection point where guests transition from trying your brand to building a habit. Guests who reach their third purchase are 10x more valuable than those who stop after one or two visits. They're far more likely to become repeat, loyal customers who visit regularly. But most restaurants lose 90% of new members before they reach that third visit. This silent attrition represents the single biggest missed opportunity to grow frequency. If you're not measuring and optimizing activation, you're leaving the most valuable frequency gains on the table.
INCREASE VISIT FREQUENCY
Thanx directly drives incremental visit frequency
On average, restaurants grow engaged users 5x vs. the previous program in their first year on Thanx.
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INCREASE VISIT FREQUENCY
Most loyalty programs fail miserably at turning first-time guests into regulars.
01
You Can't See Where Guests Drop Off—And You Lack Tools to Bring Them Back
Most restaurants have no visibility into where they're losing guests in the journey from first to third purchase. And without automated tools to nurture them, first-time guests silently slip through the cracks.
03
Cookie-Cutter Programs Fail to Engage and Stand Out
Generic loyalty programs feel identical to competitors, and without ongoing engagement tools like challenges and gamification, even activated guests plateau and drift away.
02
Personalization Tools Are Too Complex to Use
Most marketing tools are too clunky and time-consuming, forcing operators to abandon targeting and fall back on generic campaigns. But one-size-fits-all blasts don't build habits.
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SEE HOW WE HELP
How Thanx Solves It
Capture More First-Timers and See Where They Drop Off
Nurture Guests to Their Third Visit
Hyper-Personalized Campaigns That Scale
Differentiated Loyalty Programs
Challenges and Gamification
Real results
Real frequency wins.
We improved our activation rate by 50%, grew our engaged customer base by 36%, and went from -7% to +7% same-store sales. The combination of activation reporting and automated lifecycle campaigns gave us visibility and tools to turn first-timers into regulars at scale.
Otto Othman, CEO | PINCHO
50%
Improvement in activation rate (from 20% to 30%)
14%
Same-store sales
36%
Engaged customers
Next up: Ruby's Diner
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Thanx helped us modernize with loyalty and experience-driven campaigns that lifted monthly customer value by 21%, increased frequency by 6%, and drove a 14% increase in average check.
Kim Myer, VP of Marketing | Ruby’s Diner
21%
Increase in monthly customer value
6%
Lift in frequency
14%
Increase in average check size
Next up: Honest Mary's
“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
17.8%
Same-store sales growth
32.2%
Revenue Capture Rate (2x QSR benchmark)
88%
First Purchase Activation Rate
Next up: PINCHO
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FAQ
Answers to commonly asked questions.
Why is third-purchase activation so important for frequency?
How does Thanx help move guests from first purchase to third?
Thanx starts by capturing far more first-purchasers as known guests, something most platforms can't even track. Then, activation reporting shows you exactly where guests are dropping off in the journey. Automated lifecycle campaigns nurture guests at each stage with targeted messaging and rewards that encourage the next visit. Built-in A/B testing lets you constantly refine what works best for your brand. The result: 155% more new members become activated compared to legacy platforms.
How does Thanx drive frequency beyond just the first three visits?
Activation campaigns are just the beginning. Thanx offers a complete toolkit for sustaining and growing frequency across your entire guest base. AI-powered segmentation with 400+ attributes enables hyper-personalized campaigns based on visit patterns, purchase behavior, and preferences. Challenges and gamification create interactive experiences that keep guests engaged and coming back more often. Automated flows triggered by specific behaviors maintain engagement over time. Built-in A/B testing proves what drives incremental visits so you can optimize continuously. It's a comprehensive system for building lasting frequency, not just converting first-timers.
How do differentiated loyalty experiences drive frequency?
Generic cookie-cutter programs don't motivate repeat visits because guests see identical programs everywhere. Thanx's flexible loyalty engine lets you create experiences that reflect your brand and resonate with your specific guests. Offer non-discount rewards like hidden menus, VIP access, and exclusive perks. Add custom branding, rich reward imagery, and dynamic personalization. When your loyalty program feels unique and valuable, guests have a reason to engage with your brand specifically, not just any restaurant with a loyalty program. That differentiation drives frequency.
How quickly can we expect to see frequency improvements with Thanx?
Most brands see measurable improvements in their sales within the first 90 days of launching with Thanx. The impact compounds over time as more guests reach their third purchase, your base of high-frequency customers grows exponentially. Honest Mary's achieved 88% first-time return rates and 17.8% same-store sales growth in 6 months. The key is starting with the activation campaigns and letting them run continuously, they work while you focus on other parts of your business.
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