Dive Brief:
- Long John Silver’s launched a mobile app and loyalty program, Seacret Society, Wednesday, the company said in a press release.
- Loyalty members can earn and redeem points within the app or through its website.
- The mobile app and loyalty program are part of Long John Silver’s investments to “modernize the customer experience,” the press release said.
Dive Insight:
Long John Silver’s also recently updated its website with a user-friendly interface and navigation capabilities. Many remodeled restaurants nationwide are installing digital menu boards that will allow operators to rotate and highlight menu items. The company will continue to explore additional tools to improve the customer experience.
Members of its Seacret Society earn four coins for every dollar spent on food and drinks that can then be redeemed for rewards, including complimentary food items and discounts. Members also get access to member-only specials and offers. Long John Silver’s rewards start with 75 coins for two Hushpuppies, according to the company’s FAQ. Rewards go up to 600 coins for free Grilled or Variety Platter. Rewards are subject to change, according to the website. Coins expire 365 days after they are earned. The loyalty program is only available at participating restaurants.
Several chains have updated or launched rewards programs this year to build brand loyalty, while also gathering data on customer orders and preferences that can later allow for better personalized marketing. KFC U.S. launched a point-based loyalty program in February, while Krispy Kreme updated its program from a punch-card style program to a point-based one in April. Sweetgreen, which launched a tiered loyalty program in 2023, added an annual loyalty subscription for $100 in February.