Sometimes, it's good to give the people what they want. Just ask Massachusetts-based, 75-unit fast casual chain B.Good, which launched a revamped, points-based digital loyalty program today. The reward tiers are easy to reach; the point system is easy to understand.
Previously, B.Good operated on a "surprise and delight" loyalty model for years; for example, rewards would unexpectedly drop into users' accounts sometime between every seven to 15 visits. It was fun at first, but as more loyalty programs launched, B.Good heard from customers that they really just wanted the same point system that everybody else used. So, the team obliged.
As it implements the new program, the runway for sales growth is huge for B.Good. Currently, the company has about 60,000 loyalty members that make up about 25 percent of the chain's sales. Starbucks, which sets the bar for an industry-leading loyalty program, recently said that loyalty members accounted for 40 percent of the company's U.S. sales.
There's too much at stake to not listen to customers here and give them what they want out of a diner loyalty program.