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Pei Wei Asian Diner’s “My Wei Rewards” program, just a little more than a year old, is a handy platform to help foster customer loyalty, but the fast-casual brand is still working with how best to use it, according to Pei Wei CEO John “J.” Hedrick.
“It’s a tool in your toolbox, but it better not be the only tool in your toolbox,” Hedrick told October’s MUFSO conference.
The 200-unit fast-casual division of Scottsdale, Ariz.-based P.F. Chang’s China Bistro Inc. earned a position in the 2017 Consumer Picks Top 10 for its selection of sushi, soups, salads, Asian bowls and noodle dishes in a bright, counter-order atmosphere.
Hedrick said Pei Wei’s “earn points get an entrée” program is also being used for percentage-off rewards to members of the military and first responders. Members also get free drinks or small-plate items on their birthdays.
“There is a risk in deep-discounting your most loyal customers,” Hedrick noted. “That’s something we are trying to figure out: Should it be more of a surprise-and-delight program or should it remain a strict, very easy-to-understand this many points gets you this.”
Currently, My Wei Rewards members earn 10 points per dollar spent and get a free entrée with every 1,000 points. The free entrée rewards expire after 45 days.
Pei Wei is in the process of moving its headquarters to Irving, Texas.
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