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How digital innovations can drive customer loyalty, frequency

A leading Mexican quick serve offers a blueprint for stepping on the digital accelerator to drive customer engagement.


Digital innovations have become more rule than exception in the restaurant industry these past 18 months as operators have scrambled to support a massive shift to online and mobile ordering and off-premises service.

And now some brands are ready to reap the fruits of that digital labor as they push into new platforms. Del Taco, for one, just launched a loyalty program, Del Yeah Rewards, that is the product of extensive digital work over the past year and a half.

“We identified on the tech side that CRM (customer relationship management) and loyalty was the next progression [of digital innovation],” said Del Taco CEO John Cappasola. “We wanted to build this consumer database, have the ultimate access available to our guests via our Del Taco 3.0 app … but also that ability to give them rewards for being loyal customers. All of that infrastructure has gotten put into place over the last year.”

In this interview from Take-Away with Sam Oches, Cappasola shares how Del Taco built that infrastructure during the pandemic and how the company plans to use it to drive customer frequency and enhance the guest experience.

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