Foodservice

Steal This Idea: Give Away Loyalty Points to Boost Digital Sales

Jack in the Box CEO: ‘Digital remains a strong opportunity for us in maximizing guest satisfaction as well as creating sticky, frequent customer behavior’
Jack in the Box loyalty program
Photograph courtesy of Jack in the Box

SAN DIEGO In a big push to grow its loyalty membership, quick-service restaurant (QSR) chain Jack in the Box over a three-day period recently gave away 40 points to new and existing members of The Jack Pack program, which launched in spring.

Recipients can redeem those points for a Jumbo Jack or large curly fries, items in the program’s first level. To sweeten the promotion, the company also offered customers 25% off their first in-app purchase if they used the code JACKPACK21.

Chains have been making a major push into loyalty as a digital sales-building strategy, rewarding customers for their frequency. Chains are finding that they generate more sales because loyalty customers frequent stores more often and spend more in the process. Also, companies acquire one-to-one marketing information.

“Digital remains a strong opportunity for us in maximizing guest satisfaction as well as creating sticky, frequent customer behavior,” San Diego-based Jack in the Box CEO Darin Harris recently told investors.

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