What We Built in 2025

Same-store sales are under pressure. Loyalty programs are everywhere. And yet most restaurants still struggle with the same core problem: driving repeat visits without relying on margin-eroding discounts or adding operational complexity.

In 2025, our product innovation focused on fixing that problem at scale.

Rather than shipping features for feature’s sake, we invested in capabilities that help restaurant teams:

• Capture more guests (not just superfans)
• Turn first purchases into repeat behavior
• See what’s actually driving frequency and profit
• Scale personalization and loyalty without adding headcount

The result: less friction for guests, clearer answers for marketers, and systems operators can trust to grow frequency profitably.

Earn and redeem anywhere

Most loyalty programs fail before they even start—because guests don’t enroll, redemption is inconsistent, or programs only work in one channel. In 2025, we focused on removing those barriers.

• One platform, flexible loyalty models.
  Brands can support a traditional check-in or card-linked loyalty model—without fragmenting data or operations—so loyalty fits how guests actually pay and order.

• App-less loyalty for table service.
  Guests can enroll and participate via web and SMS—no app download required—dramatically expanding enrollment beyond just your most engaged fans.

• Smarter rewards that drive behavior (not blanket discounts).
  Item-level, modifier, and multi-use rewards (like “free guac” or “3 visits in 14 days”) give operators precision tools to nudge frequency without giving away margin.

• Gift cards that actually contribute to loyalty.
  Our new Valutec integration lets guests store and redeem gift cards in the their Thanx-branded app, capturing value that’s often disconnected from loyalty entirely.

• More POS flexibility, fewer edge cases.
  With NCR joining Toast, Square, and Qu, more brands can support seamless in-store enrollment and redemption without custom work or inconsistent guest experiences.

See what’s working, faster

Most restaurants are flying blind—running campaigns without knowing whether they’re driving incremental visits or just subsidizing behavior that would’ve happened anyway. This year, we invested heavily in faster, clearer answers.

• Insights Lab: answers without analysts.
  A growing library of self-serve reports—activation, lifecycle drop-off, geography, app adoption, and more—helps teams quickly spot where frequency is being won or lost.

• Advanced campaign reporting built for decision-making.
  Analyze performance by reward type, location, audience, and time window—including A/B tests—so teams can double down on what actually drives repeat visits.

• Enterprise-scale audience counts, instantly.
  Snowflake-backed counts remove bottlenecks for large brands, making it easy to launch targeted campaigns without waiting on data teams.

A guest experience built for effortless frequency

Frequency isn’t just about rewards—it’s about reducing friction everywhere guests interact with your brand.

• More control for marketers, less reliance on devs.
  CMS enhancements—customizable bottom navigation, homepage carousels, merge tags, and scheduled and targeted content blocks—let teams keep digital experiences fresh without technical work.

• Smoother pickup and checkout experiences.
  Improved pickup search and smarter Toast quote times reduce abandonment at the most critical moment.

• Cleaner delivery flows.
  Address autocomplete, smarter location matching, and clearer buyer/recipient logic remove common sources of friction and failed orders.

• Stronger fraud prevention without guest friction.
  Device-aware validation and optional receipt rules protect margins while preserving a seamless experience for legitimate guests.

What’s next

In 2026, we’ll continue expanding AI-powered marketing automation, deepening integrations, and investing in speed, reliability, and self-serve insights—so restaurant teams can focus less on managing tools and more on driving profitable frequency.

Because loyalty only works when it actually changes behavior. And that’s what we’re building for.