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Shifting loyaltiesShifting loyalties

Mark Brandau, Associate editor

March 5, 2012

5 Min Read
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Mark Brandau

The restaurant loyalty card is evolving.


While the “loyalty” proposition remains the same, the “card” part is increasingly being tied to the way people pay, through mobile phones and bank cards linked to social apps.


Marketers are finding that even if customers are ditching paper punch cards or keychain fobs, restaurants can run loyalty programs on smartphones and credit cards, without which today’s customers seemingly never leave home.


Dallas-based Yumilicious, a 14-unit chain of modern, tech-savvy “yogurt lounges,” uses mobile-payment service Mocapay to execute a loyalty offer of a $10 mobile coupon for every $100 spent via cell phone. Customers link their card or bank information to their phone number using Mocapay’s websi...

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