How Cheba Hut Increased Active Member Engagement 2.7x and Loyalty Revenue Capture 2.65x by Transitioning from Punchh to Thanx

Cheba Hut, the fast casual "Toasted" sub concept known for counterculture vibes and authentic guest experiences, had a mature loyalty database, but the program was largely dormant. Franchisees rarely talked about it, enrollment was slow, and loyalty revenue capture was stuck at 7.5%.

After transitioning from Punchh to Thanx, Cheba Hut removed friction from enrollment, rebuilt loyalty around active guest engagement, and turned the program into a measurable growth engine. In 11 months, the brand enrolled more than 562,000 members, increased active member engagement 2.7x, and grew loyalty revenue capture to nearly 20%.

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