Investors reacted favorably to Chipotle’s new loyalty program launch Tuesday. The new Chipotle Rewards program allows the company to hyper-target promotions to its customers through a personalized CRM program.
If it seems like a lot of restaurant brands are revamping their loyalty programs as of late, it’s because they are. Within the past two years, Subway, Pizza Hut, Chick-fil-A, Pollo Tropical, Taco Cabana, Chipotle and Papa John’s have either introduced new rewards programs or have restructured the programs they already had in place.
… “Restaurants need an impetus for change and they’re getting it with third-party delivery aggregates that are taking control of their customers’ information. That is a catalyst to be urgent,” Goldstein said. “It’s a now-or-never moment for restaurants to start building those personal relationships or they’ll lose control.”