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Pei Wei: Rewarding loyal guests

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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.

Related: 10 most craveable restaurant brands: Consumer Picks 2017

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.

Related: 10 brands ranked highest for service: Consumer Picks 2017

“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.

Contact Ron Ruggless at [email protected]

Follow him on Twitter: @RonRuggless

TAGS: Fast Casual
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