2025 Loyalty Report
Is your brand tapping into these three unshakeable pillars of guest loyalty in 2025?
Targeted Double Points
The Challenge
A quick-service restaurant brand was looking to drive frequency among their loyalty guests. They have two tiers in their program, so there's a cohort of more guests who are more frequent in their program. They had previously run bounce-back campaigns that were successful, but wanted to limit discounting while driving incremental behavior.
The Recommendation
Test double points to determine if a points multiplier drove behavior rather than a discount.
Segment the bounce-back offer to push behavior by giving the higher frequency tier a shorter window of time to earn double points. Limit the lower frequency guest tier to only give them the offer if they were close to a reward, rather than sending to all guests who may not react.
The Results
This restaurant brand saw a high percentage of guests returning to earn 2x points, comparable to the redemption rate for previous offers, suggesting that the 2x points offer was just as effective as a dollar off reward. Limiting guests who were close to their next reward increased the relevancy of the message, and as a result, we saw a higher increase of guests who earned their core reward return for a 3rd visit in a short timeframe.