Franchise News
QSR: A Digital Renaissance Of Loyalty Programs
Togo’s new loyalty program increases revenue and improves understanding of customer behavior
Togo’s Eateries may have originated in 1971, but it’s found a way to be modern with the national rollout of their new digital rewards program. The 250-unit sandwich chain shifted from handing out paper reward cards, reports QSR, to having customers check in from their smart phones.
The new point-based program offers a point per dollar spent, with $5 off for every 50 earned points. Another major driver of the program is that all reward members receive a free sandwich during the month of their birthday.
Aside from the incentives, Togo’s also uses the rewards program to track customer behavior.
“Our Rewards program provides some very robust data,” Togo’s senior brand manager Leslie Lopez told QSR. “We know basic stats like age, visits, and spend. But we can also do a deeper dive to segment guests and measure how they’re responding to campaigns and offers. We can also see what types of delivery messages are getting greater action—from geo-fencing to standard email and/or mobile push notifications.”
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About the Author
Nick Powills
FollowNick Powills, CFE, founded No Limit Agency in 2008 and serves as Chief Brand Strategist for the Chicago-based firm. No Limit is a full-service communications agency that establishes and elevates brands by bridging Public Relations, Social Media, Marketing, Advertising, Digital, and a lot of creativity, to best strategize well-rounded and successful campaigns for 50+ global franchise brands. By presenting visionary ideas and building real relationships, No Limit is able to create effective media branding strategies to help companies grow. Nick currently leads a staff of writers, media strategists, designers, social media experts and digital producers in an office think-tank where brands are humanized for strong, compelling media stories. Prior to starting No Limit at the age of 27, Nick spent four years working at a franchise PR agency where he mastered the art of building rapport with media outlets and creating newsworthy pitches for earned media placements. He holds a Bachelor of Journalism from Drake University in Iowa.
