Seven Brands, One Platform: How Craveworthy Consolidated Loyalty With Their Launch on Thanx

Christopher Gumprecht, VP of Digital and Technology at Craveworthy Brands, led one of the most complex loyalty consolidations in the industry — evaluating and migrating seven brands away from competitor platforms onto a single platform. His philosophy going in: there should be one way to do things, just as you wouldn't teach restaurant staff to prep chicken two different ways. Christopher chose Thanx based on the cleanest Toast integration, the most straightforward implementation path, and three years of prior experience at another organization where he watched the product improve, the team engage, and the integration depth grow. He shares his vision for Craveworthy One — a cross-brand loyalty program modeled on Marriott's portfolio approach, where guests loyal to Big Chicken or Gregory's can discover Dirty Dough down the street and unlock experiences across the full portfolio. Despite managing six simultaneous brand launches with a team of four, Christopher calls the onboarding experience "a lot of fun" — crediting Thanx's structured checklist process for keeping them on track without outside resources.