Dive Brief:
- Cava, the Mediterranean fast-casual chain, is gamifying its loyalty program with help from a pro gaming influencer, according to a press release.
- The brand has partnered with Cody “Clix” Conrod on a Cava Pass Challenge that features exclusive offers and rewards, including a sweepstakes for a custom-branded PC. Clix announced the tie-up in a Twitch livestream this week and will host future content on the video platform pushing viewers toward the challenge.
- Cava said that gamers comprise a growing share of its customer base and value immersive, interactive experiences. The company earlier this month debuted a new three-tier loyalty system granting different perks based on the amount of points a customer has accrued.
Dive Insight:
Cava is looking to level up its loyalty among video game fans by teaming with Clix, a pro gamer and popular Twitch creator known for his Fortnite play. The campaign is also a way for the Mediterranean bowl purveyor to generate traction for its overhauled loyalty program, which is now oriented around three tiers: Sea, Sand and Sun.
Gamers have evolved from a niche subculture into a dominant pop cultural force, with elements of gaming increasingly bleeding into marketing strategies. Cava’s collaboration spans Twitch content, exclusive rewards and a limited-time Clix Chicken Shawarma Bowl inspired by the influencer’s go-to order at the chain. The digital-exclusive recipe is available until Dec. 28, with a portion of purchases benefiting the Dana-Farber Cancer Institute.
The Cava Pass Challenge, running through Nov. 23, entices gaming enthusiasts to download the Cava app and engage with the platform with the promise of rewards catering to their hobby, including a decked-out Cava PC. The branded rig built by Paradox Customs boasts cutting-edge hardware from AMD and Nvidia along with a touch screen that orders directly from Cava. In addition, it comes paired with a Clix x JBL Quantum headset.
The PC grand prize is available to any app users who opt into the challenge, but there are a number of other offers tied to the program as well. The first 20 customers who make three qualifying purchases have the chance to win JBL Grip Speakers while subsequent visits unlock meal add-ons and loyalty tier upgrades.
“At Cava, we’re always looking for ways to meet our guests where they are, and we’re seeing more and more of our fans in gaming culture,” said Andy Rebhun, chief marketing and experience officer at Cava, in a statement. “This collaboration with Clix lets us celebrate two things our fans love: bold flavors and immersive, interactive experiences.”
Clix is leveraging his presence on Twitch, where he has 8.4 million followers, to raise awareness for the Cava tie-up. Following the announcement stream, he will host two additional broadcasts in the coming weeks with custom Cava overlays, pause screens and an automated chat integration that steers viewers toward the landing page for signing up for Cava Pass. Clix also has a presence at TwitchCon San Diego this week to dole out 20,000 free pita chip cards to attendees of the conference.
Other QSRs are ramping up initiatives that link gaming with rewards and repeated app engagement. Jack in the Box last month launched a choose-your-own-adventure style game within its app that dishes out more substantial rewards the further the player progresses in an apocalyptic narrative. Among the top prizes: a custom Jack in the Box gaming PC.
