Join the loyalty club

Chains experiment with innovative rewards to drive new membership

Marketers generally agree that loyalty programs can provide a bonus by delivering useful customer data and increased guest frequency, but they also caution that operators must weigh the pluses and minuses of the various rewards they offer.

Few operators would argue the point that the food cost associated with the occasional freebie is worthwhile when measured against the benefits provided by some loyalty programs.

But what happens when customers come to expect not o

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Contact: Desiree Torres [email protected]

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