Thanx Road to Revenue Series: Generating Restaurant Revenue from Mobile Featuring Tommy Bahama

Overview

In this episode, Tommy Bahama shares how integrating Thanx helped transform their mobile presence into a powerful revenue engine. With 18 restaurants across diverse markets—from Hawaii to New York—Tommy Bahama needed a frictionless way to capture guest data, personalize communication, and create meaningful touchpoints that build loyalty. Thanx enabled the brand to do exactly that, effortlessly.

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Tommy Bahama’s shift to mobile loyalty delivered three major wins:

1. Effortless Engagement
   Rewards activate automatically through credit-card linked loyalty—no scanning, codes, or extra steps. Guests get instant reward notifications, keeping engagement smooth and consistent.
2. Smart Personalization
   The brand now precisely targets messages to specific guest behaviors and preferences. Instead of generic promotions, guests receive relevant content—leading to exceptionally high push-notification opens (50%+).
3. Real Data = Real Revenue
   For the first time, Tommy Bahama sees who their guests are, how often they visit, what they order, and even their cross-location movement. This data shapes smarter decisions across marketing, operations, and guest experience.

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The Thanx app lets us capture guest data seamlessly. Guests don’t have to do anything—just use their card and we get the information. For the first time, we have a clear view of who our guests are and how they behave across lunch, dinner, cocktails, and even multiple locations.
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- Tommy Bahama

Results at a Glance

• 4.9-star rating on the Island Club app
• 25,000+ members enrolled in under a year
• 14,000+ opens during a Friends & Family push promo
• Clear visibility into top 20–25% of customers who drive majority of revenue

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Why Tommy Bahama’s Story Matters

A unique challenge — seasonal visitors, diverse markets, a blend of retail + dining traffic — required a loyalty system that creates connection, captures clean data, and enriches every guest touchpoint. This episode exposes how technology, hospitality, and mobile behavior intersect to unlock sustainable revenue growth.

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