The Loyaltees Awards highlight leading and innovative brands in the restaurant and retail industries. When it comes to incredible guest engagement strategies, this year's winners set a new standard of excellence.

 
 

Birthday Program Results Sparkle

A regional quick-service restaurant chain wanted to create an exciting layer on top of their core loyalty program to motivate additional visits and generate active loyalty. The restaurant’s marketing team developed a birthday program to extend their Automatic Rewards loyalty program.

 

The Challenge A regional quick serve restaurant chain wanted to create an exciting layer on top of their core loyalty program to motivate additional visits and generate active loyalty.

The Program The restaurant’s marketing team created a birthday program to extend their Automatic Rewards loyalty program. Every Sunday, members with a birthday during the coming week receive an email to notify them of a special birthday reward: a free sandwich. Available for 30 days, this reward gets automatically added to their membership card and can be redeemed with the swipe of their card during their next visit.

Paytronix enabled this ongoing birthday program with “set it and forget it” convenience:
- Each week a Campaign Tool query identifies members with an upcoming birthday.
- Members receive notification of the birthday reward via email.
- Membership cards are loaded with the reward (free sandwich).
- Automatic expiration is set for 30 days after issuance.
- System integration ensures seamless redemption at any location.
- Detailed reporting enables ongoing results tracking.

The Results and Financial Return BirthdayThe birthday reward makes members feel like VIPs and consistently generates a 47% Eat-Thru℠ rate (redemption rate). The program engages a sweeping mix of members and boosts targeted guest visits by 26% during their birthday month versus the prior month.

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| Birthday Program Results Sparkle