Dive Brief:
- Culver’s launched its Delicious Rewards program on Monday, offering 10 points for every dollar spent at participating Culver’s restaurants, the company said in a press release.
- Customers can earn rewards by signing into the Culver’s app or website while making an online order, scanning a membership QR code in-restaurant or sharing their phone number with a team member during checkout.
- In addition to offering rewards, the program will use data about customer preferences inspired by past purchases to offer a more personalized experience, the company said.
Dive Insight:
While Culver’s CEO Julie Felso said the chain is a bit late to the game for loyalty, she said the company built the program from the ground up. Loyalty has become a big driver for guests, and the National Restaurant Association said last year that 78% of customers are more likely to go to a restaurant where they can earn points. Only 67% of restaurants offered loyalty programs as of last year.
Culver’s has been rapidly growing its store count over the past few years, and developing a loyalty program will only help increase frequency for new and returning customers.
The chain has grown from 837 units at the start of 2022 to 997 at the end of 2024, according to the company’s franchise disclosure document. The chain has added over 50 units each year during this time span, and said it expects to open over 50 again this year. It currently stands at over 1,000 units, according to the press release.
After reaching 500 points, the equivalent of spending $50, Delicious Rewards Points can be redeemed for discounted food items, but expire one year after they are earned, according to a video on the Culver’s website. Members also receive deals on their birthdays and half birthdays and surprise offers. For signing up, guests receive 25% off their first order.
Additional benefits will be added over the next year, including the ability to offer opinions on menu development and receive more personalized recommendations in the app, online or dine-in.
