Red Robin on strategy behind loyalty program

CMO: Program will help chain collect customer data to provide targeted offers

Red Robin Gourmet Burgers’ new loyalty program is about more than just building frequency, said chief marketing officer Susan Lintonsmith.

The Red Royalty program, which the 450-unit chain rolled out in January, will help the chain track registered users’ preferences and purchases in order to understand guests better and determine which incentives can drive repeat business efficiently, she said.

“We’re hoping to drive sales primarily through traffic gains

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