Bite-Size Loyalty Newsletter
This week, I’ll highlight a brand that’s really embracing what we call “Loyalty 3.0”, share a new resource: The Great Big Book of Non-Discount Reward Ideas and invite you to an exciting event with our new board advisor, Greg Creed.
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Exclusivity, Experiences, and Special Access
I hear from brands all the time –the future of loyalty is about exclusivity, experiences, and special access, not spend X, get Y. And yet, every new loyalty program launch I see advertised offers a similar “earn and burn” rewards program. The recent program launches from IHOP, Qdoba, and CKE Restaurants (Carl’s Jr. and Hardee’s) are no exception. And while I’m obviously not privy to all the details of their strategy and business goals, it seems like there is so much more creativity and novelty these loyalty programs could employ to connect with their customers.
I must say that it’s hugely gratifying to see one of our current customers really nailing this. If you don’t know the Miami-based, burger and kebab concept, PINCHO, then I highly encourage you to check them out. Their founder, Otto Othman, is one of the most creative and successful marketers I know (here’s just one example of why). When we told him that we were releasing a library of non-discount rewards, he jumped at the opportunity to join the beta. Here are just a few of the cool ideas he and his team landed on:
- A hidden menu for the highest-spending loyalty customers that only unlocks after you spend $200 in 90 days.
- Future hidden menus will be used to test out new LTOs and bring back former menu items.
- LTOs will be launched to VIP members first.
- Their highest-tier loyalty program members will be invited to VIP-only dinners and be invited to spectate at an upcoming burger competition.
- A Fastpass lane will let customers skip to the front of the line (especially useful during the lunch rush).
With ideas like that, it’s no wonder that PINCHO has a cult-like following.
But coming up with distinct, on-brand ideas can be tricky. That’s why we created The Great Big Book of Non-Discount Reward Ideas to help.
Relevance, Ease, and Distinctiveness in a Digital World
You may have seen our announcement that Greg Creed, former CEO of Yum! Brands, recently joined our board as an advisor. In case you aren’t familiar, Creed led Taco Bell through innovative marketing campaigns such as “Think Outside the Bun” and launched category-defining products like the Doritos Locos Taco. More recently, Creed is the author of RED Marketing: The Three Ingredients of Leading Brands.
We will be celebrating Greg’s arrival with a cocktail reception and panel discussion on April 6, at the Henry, in Dallas, TX. Creed will be speaking alongside Meredith Sandland, co-author of Delivering the Digital Restaurant. and our CEO and founder, Zach Goldstein. Interested in attending?
Request an invitation to the free in-person event or join the live stream.
Non-Discount Reward of the Week?
Early access LTOs
Sorry to be redundant here but PINCHO offering VIPs early access to LTOs is just too good to not include.
Have a unique “non-discount” reward that you would like to share?
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