Dive Brief:
- CKE, the parent company of Carl's Jr. and Hardee's, debuted on Wednesday its loyalty program, which is accessible through recently launched brand apps, according to a press release emailed to Restaurant Dive.
- The My Rewards program offers customers a free sandwich when they sign up, and customers will normally accrue 10 points for every dollar spent, which can be redeemed for rewards. Until May 17, CKE will offer 20 points for every dollar spent to encourage loyalty adoption.
- CKE said the offering is part of a larger focus on improving digital experiences for customers. Digital loyalty programs have emerged as a key point of competition between major QSR brands because they drive customer spending and help brands capture valuable customer data.
Dive Insight:
CKE's loyalty program is available nationwide through Carl's Jr. and Hardee's branded mobile apps. The program garnered positive customer feedback during its pilot phase, CKE Chief Brand Officer Chad Crawford said in a statement.
"We were extremely pleased by the positive feedback from superfans in our pilot markets that gained early access to the program and are thrilled the national rollout is now here," Crawford said.
"Creating the best digital experience possible for our customers is and will always be our first priority," Phil Crawford, CKE's chief technology officer, said in the release.
While digital loyalty programs have been a mainstay for brands like Panera and Starbucks for years, company adoption of digital loyalty programs and loyalty apps has increased in the last few quarters.
Since last July, when McDonald's launched a digital loyalty program on its app, Del Taco and Qdoba have launched or revamped their loyalty programs and On The Border launched an app as part of a digitally focused brand turnaround. With so many entries into digital loyalty programs, brands have stepped up their offerings to attract customers. Taco Bell, for instance, launched a subscription service that it said increased growth and engagement in its rewards program.
