Dive Brief:
- Chick-fil-A is updating its Chick-fil-A One loyalty program, with points values increasing for some rewards effective April 4, the company said this week.
- The chain will also add new items for redemption, including a kid’s meal for 1,200 point within the Red Member tier and 3,000 points for a gallon of Sunjoy under the Signature Member tier.
- The chain, which originally launched Chick-fil-A One in 2016, has grown its loyalty membership to over 50 million.
Dive Insight:
These changes to the Chick-fil-A One program follow a regular company evaluation that took into account various market conditions and the costs to its business, a Chick-fil-A spokesperson wrote in an email to Restaurant Dive. While some menu items will cost more to redeem, the company said its program will still provide value to its guests.
“There are also changes coming based on feedback from Chick-fil-A One members that we hope our guests will be excited about,” the spokesperson said. “We’re adding the ability to redeem entire meals and more menu items to the rewards store.”
No other changes are being made to Chick-fil-A One, which also includes birthday rewards and bonus points challenges. The program has four tiers: Member, Silver Member, Red Member and Signature member, which allow a dollar spent to earn 10 points, 11 points, 12 points and 13 points, respectively. Members begin advancing up the tiers once they receive 1,000 points, which opens up the Silver level, in one year. Red and Signature open up at 4,000 points and 10,000 points, respectively.
Rewards programs have become increasingly popular among consumers, and QSRs have responded by launching or updating their existing programs. Eight in 10 consumers said they would likely participate in a program for frequent customers if it was offered by a restaurant they visit, according to National Restaurant Association’s State of the Restaurant Industry Report 2023.
Starbucks and Dunkin’ revised the point redemptions for their rewards programs recently, while Whatabuger switched to a points-for-dollars system in February. Cinnaholic launched a points-based program in March. Panera revised its program in September, allowing customers to pick their rewards.
