IHOP has launched a new loyalty program called IHOP Rewards in four test markets – Atlanta, Denver, Ohio, and Kentucky, according to Corporate Spokesperson Craig Hoffman.
Hoffman told Loyalty 360 that IHOP, whose history dates to 1958, has had other initiatives to reward loyal customers – for example, the Pancake Revolution program – “but we have not developed a program of this kind before.”
IHOP’s Pancake Revolution offers three free meals for participants – one for signing up, one on his or her birthday, and one on the first anniversary of joining the program.
Hoffman said IHOP has always had a very loyal guest following, “and we’ve been looking for some time for a way that would not only reward our guests for their loyalty, but surprise and delight them in a special way that reflects our appreciation for them.”
Denver was the last (April 22) of the four IHOP Rewards test markets to launch, Hoffman said. Since testing is just underway, Hoffman said IHOP is unsure how the program will specifically operate.
“Part of our test objectives is to find the optimal way to reward our guest’s loyalty in a way that reflects the personal relationship they have with IHOP,” Hoffman explained. “So, we are testing different iterations in the different markets.”
Hoffman said as IHOP learns what is most successful, a soft program rollout will occur later this year.
Part of the IHOP Rewards program promotion includes a $10 reward for every $100 a customer spends. Once a customer launches his or her IHOP Rewards card, they will receive a free coffee, tea, or soda. As the program evolves, there may be other exclusive bonuses and offers for members.
Hoffman is confident a loyalty program will resonate with IHOP customers because they’ve “already shown a loyalty and a connection to IHOP through our successful Pancake Revolution initiative and we believe they will respond just as strongly to this new program.”