Cinnaholic is rolling out a points-for-dollars loyalty program, which offers customers 10 points per dollar spent in-store and online, according to a press release emailed to Restaurant Dive. The program’s rollout will be staggered, meaning it is currently available in select cities and will roll out to the rest of brand’s footprint in coming months, per the release.
The brand, which has 82 stores and plans to open another 25 in 2023, is offering customers a number of minor rewards to incentivize enrollment. Rewards member will receive a free cinnamon roll for their birthdays and occasional surprises throughout the year. This element of surprise may complement the more staid bankable points redemption scheme.
Rewards members can redeem points for rolls, which are plant-based as well as dairy- and egg-free, rolls by the dozen, or cookies, though the release did not specify the points values of specific items. Members who download the app will receive a free roll after their first purchase.
Cinnaholic has expanded rapidly, from 53 stores at the end of 2021, according to its most recent franchise disclosure document, to the 82 claimed in the press release. A solid loyalty program could help consolidate this rapid growth rate by boosting customer engagement and retention.
Cinnaholic’s decision to base its system on dollars spent aligns with broader industry trends. Points-based programs have emerged as something of an industry standard, as major chains like Starbucks and McDonald’s employ points-based schemes. The simplicity, consumer choice and ease of redemption offered by the points-based plans makes them easy to implement and understand. Chains ranging in size from El Torito to Taco Bell have, for those reasons, opted for points-based programs when deploying or revamping their loyalty plans in recent years.