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Tech Tracker: Loyalty gets an upgrade

Burger brand Pincho uses Thanx for its latest loyalty push


Miami-based, 10-unit burger chain, Pincho is embracing the next level of restaurant loyalty that leans away from discounts and toward exclusive experiences. Pincho is partnering with loyalty platform Thanx to create a hidden menu for the highest-spending loyalty customers that only unlocks after you spend $200 in 90 days. It’s part of Thanx’s new Loyalty 3.0 platform.

The hidden menu — which currently includes the Egginburger, a now-defunct fan-favorite menu item — will be used to test out new LTOs and bring back former menu items that are easier to make in small batches. Operators that use this feature will be able to personalize hidden menu access, control who sees different menus, and vary the length of time the menu items are available.

“It’s just another way of building loyalty and giving back to the folks who are showing up every day and dining in with us,” Otto Othman, CEO and cofounder of Pincho told Nation’s Restaurant News. “So how do you reward these people for their loyalty? Now, when we launch LTOs we launch them for our VIP members first. We’re very excited to take loyalty to the next level.”

For Othman, hidden menus are just the start of what loyalty 3.0 might look like. For gold level “Exclusive” members, Pincho is starting to host VIP 20-person dinners where the chef will whip up some exclusive, high-end burgers like a wagyu burger, for example, and create a special evening, especially for a fast-casual restaurant. Pincho also takes part in the South Beach Food & Wine Festival burger bash competition, and in the future, will invite their “Exclusive” members to come by as spectators.

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