Dive Brief:
- Panda Express is launching its points-based loyalty program, Panda Rewards, nationwide, the chain said in a press release published Tuesday.
- The launch follows a pilot of Panda Express’s loyalty program, which was live in some markets in October, according to an archived version of the chain’s website.
- Participating customers earn 10 points for every dollar spent at Panda and can redeem them for a variety of menu items. Customers receive 25% off of their first order after joining, as well as monthly “Good Fortune Gifts” unlocked by a the customer’s first qualifying purchase that month.
Dive Insight:
The monthly surprises incentivize customers to use the program consistently, while maintaining an element of surprise when it comes to rewards. This differentiates Panda Rewards from simple dollars-for-points schemes.
As more restaurant brands have adopted loyalty programs, brands have started adding new features to dollars-for-points programs, including tiers, personalized rewards and collectible tokens. Simultaneously, brands that used surprise-and-delight rewards systems, like Panera Bread, have likewise added new features to enhance the personalization or predictability of rewards.
Panda Rewards users will receive, “a unique digital fortune cookie message to be collected,” when they redeem the special monthly rewards.
Panda Express’ loyalty program has a minimum redemption level of 200 points, according to the press release. Customers can redeem, as well as earn, points in-store, at drive-thrus, or on mobile orders and orders through the company’s website. Rewards include upgraded entrees, free drinks and free free family meals. The points do not expire, according to the press release, unless a customer goes 12 months without making a qualifying purchase.
Panda Express did not immediately respond to a request for comment on the duration, geographical bounds or success of its testing.
