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Platform

What is Paytronix CXP?

Combining online ordering, loyalty, omnichannel messaging, AI insights, and payments in one platform. Paytronix delivers relevant, personal experiences, at scale, that help improve your entire digital marketing funnel by creating amazing frictionless experiences.

A Complete Customer Experience Platform
Online Ordering
Acquire new customers and capture valuable data with industry leading customization features.
Loyalty
Encourage More visits and higher spend with personalized promotions based on individual activity and preferences.
CRM
Build great customer relationships with relevant personal omnichannel campaigns delivered at scale.
Artificial Intelligence
Leverage the most data from the most customer transactions to power 1:1 marketing campaigns and drive revenue.
Payments
Drive brand engagement by providing fast, frictionless guest payments.

Solutions

Paytronix CXP Solutions

We use data, customer experience expertise, and technology to solve everyday restaurant and convenience store challenges.

Contactless Experiences
Accommodate your guests' changing preferences by providing safe, efficient service whether dining-in or taking out.
Customer Insights
Collect guest data and analyze behaviors to develop powerful targeted campaigns that produce amazing results.
Marketing Automation
Create and test campaigns across channels and segments to drive loyalty, incremental visits, and additional revenue.
Mobile Experiences
Provide convenient access to your brand, menus and loyalty program to drive retention with a branded or custom app.

Subscriptions
Create a frictionless, fun way to reward your most loyal customers for frequent visits and purchases while normalizing revenues.
Employee Dining
Attract and retain your employees with dollar value or percentage-based incentives and tiered benefits.
Order Experience Builder
Create powerful interactive, and appealing online menus that attract and acquire new customers simply and easily.

Multi-Unit Restaurant

Loyalty Programs
High-impact customizable programs that increase spend, visit, and engagement with your brand.
Online Ordering
Maximize first-party digital sales with an exceptional guest experience.
Integrations
Launch your programs with more than 450 existing integrations.

Small to Medium Restaurants

Loyalty Programs
Deliver the same care you do in person with all your digital engagements.
Online Ordering
Drive more first-party orders and make it easy for your crew.

Convenience Stores

Loyalty Programs
Digital transformations start here - get to know your guests.
Online Ordering
Add a whole new sales channel to grow your business - digital ordering is in your future.
Integrations
We work with your environment - check it out.

Company

About Paytronix

We are here to help clients build their businesses by delivering amazing experiences for their guests.

Meet The Team
Our exceptional customer engagement innovations are delivered by a team of extraordinary people.
News/Press
A collection of press and media about our innovations, customers, and people.
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Paytronix Resources

Learn how to create great customer experiences with our free eBooks, webinars, articles, case studies, and customer interviews.

See Our Product In Action
E-Books
Learn more about topics important to the restaurant and c-store customer experience.
Webinars
Watch brief videos for tips and strategies to connect with your customers.
Case Studies
Learn how brands have used the Paytronix platform to increase revenue and engage with guests.
Reports
See how your brand stacks up against industry benchmarks, analysis, and research.
Blog
Catch up with our team of in-house experts for quick articles to help your business.

2 min read

What Chipotle Did Right (and Wrong) in Its First-Ever Loyalty Program

What Chipotle Did Right (and Wrong) in Its First-Ever Loyalty Program

For a quite a while, Chipotle executives didn’t believe loyalty programs were for them. In fact, Mark Crumpacker, CCO/CDO of Chipotle, said in September 2015*, “We don’t believe the general supposition that loyalty will make less frequent customers more frequent.”

However, from the fourth quarter of 2015 into the early second quarter of 2016, Chipotle had a few health scares that contributed to its stock prices — and sales — to take a tumble.

In summer 2016, Chipotle was ready to rethink its stance on loyalty programs and launched its Chiptopia Summer Rewards, a three-month tiered loyalty program.

It’s reasonable to assume, based on the structure of the program (that we’ll cover next) and the business challenges they were experiencing, that
Chipotle’s motivation in creating its loyalty program was to increase visits.

Note: Before we go any further, we want to make it clear that Chipotle is not a client of Paytronix. This blog post is designed to analyze the Chiptopia program, share what worked and what didn’t, and help you think — or rethink — your own loyalty program.

The Chipotle Loyalty Program Structure: How It Worked

The Chiptopia program ran from July 1 through September 30, 2016 and consisted of monthly tiers. Each month, a visitor could purchase four entrées and get one free. This brought them to “Mild Status.”

If they then bought four more entrées (for a total of eight), they would get their second free entrée and attain “Medium Status.” Purchasing three more entrées (for a total of 11) would earn them a third free entrée and “Hot Status.”

Achieving Mild Status for all three months earned a visitor one more free entrée. Achieving Medium Status for all three months earned a visitor up to $20 in Chipotle merchandise. Achieving Hot Status for all three months would earn that visitor catering for 20 people at a value of $240.

 

The Program’s Published Results

We know a few details about the results of the loyalty program from an earnings call Chipotle held after the program ended.

The Chiptopia program had six million participants with 2.5 million customers earning at least one reward. Of those, 340,000 people earned a reward for achieving at least Mild Status each month, and 75,000 people maintained Hot Status all three months and earned free catering.

Chipotle also estimates that 95 percent of their best customers are back to the number of visits they were making before the health (and earnings) crisis.

But … what does all this mean? The numbers look impressive, but do they truly equate to any long-term impact? And 95 percent of their best customers are back to pre-crisis visit numbers, but what about the rest of their customers?

 

Digging Deeper: The Real Results of the Program

We can learn more about what these numbers mean when we compare them to our industry knowledge and expertise plus combine them with the personal experience of one of our own team members.

To that end, we’ve put together a free, on-demand webinar to look deeper into the program and its results. In the webinar, we analyze:

  • The four design principles of a good loyalty program — and which ones Chipotle missed
  • Why their conversion rate was very good … but their consistency wasn’t
  • Which element of their program we thought was “brilliant”
  • Which elements could end up costing them more than they bargained for
  • Panera’s variation on this type of program (that makes rewards member purchases account for almost 50% of all transactions!)
  • How Chipotle could improve their program in the future
  • Key takeaways for your own loyalty program

 

Click here to view our “Building Lifetime Loyalty” webinar now.

*https://www.fastcasual.com/articles/why-chipotle-is-wrong-about-loyalty/

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