Quick Service Restaurants (QSRs) are a highly competitive space and have fared well relative to the overall restaurant sector during the pandemic. Their drive-through lanes have been high-performing sales channels and a recent lifesaver as inside dining has been severely restricted. But QSRs still need to look for ways to cook up new and repeat business.
Burger chains were late to the party with mobile apps and customer loyalty programs compared with pizza and coffee shops. Now, Wendy’s just announced a new national loyalty program that integrates with its mobile app. Successful customer loyalty programs use gamification to promote certain menu items, give rewards, and offer contests and challenges. This drives frequent customer visits and higher spending per order. Wendy’s launched a breakfast menu just before the pandemic hit, so teh chain is hoping that its new loyalty program meets with better timing.
The following QSR article reports more on the topic:
Tuesday, Wendy’s announced the national launch of “Wendy’s Rewards” loyalty program, allowing customers the opportunity to earn points to unlock rewards for their favorite menu items.
To kick off Wendy’s Rewards, fans can get double points on their first order for a limited time. Scoring free Wendy’s is easy with Wendy’s Rewards. Simply make a purchase at Wendy’s to earn points and keep track of them in Wendy’s mobile app. Customers can earn points on nearly every way they get Wendy’s, whether its placed via mobile order or by scanning their app at the pick-up window.
“Wendy’s has some of the most loyal customers around, and we’re thrilled to launch a program that rewards them for their excellent taste in craveable, high-quality food,” says Carl Loredo chief marketing officer for The Wendy’s Company. “What better way to reward them than with icons like Spicy Nuggs, Baconator, Frosty-ccino, Honey Butter Chicken Biscuit, and so much more.” Wendy’s fans will earn 10 points for every $1 spent on food, with opportunities to earn bonus points on certain items from time to time. Mobile orders for pickup using the Wendy’s app will automatically have Rewards points added to the customer’s account.
Overview by Raymond Pucci, Director, Merchant Services at Mercator Advisory Group