Even legacy brands need the occasional loyalty revamp. This is especially true for brands in the crowded restaurant space. That’s why Friendly’s Restaurants has announced the launch of its new loyalty program, the BFF Club, which gives consumers access to timely updates on new promotions, events, and offers. The new BFF Club app boasts several new features, including online ordering and expanded functionality to obtain greater rewards.
The new BFF Club includes the following functions and benefits:
- 25 percent off a meal upon sign-up
- Expanded functions on the app, online ordering, and store detail information enable quick retrieval and redemption of offers
- Free medium sundae during member’s birthday month
- Free kids’ sundae during member’s child’s birthday month
- Customer appreciation and limited time only offers emailed weekly
- Rewards for purchasing certain products or visiting a restaurant during specific time frames
- Additional surprises and promotions throughout the year
“Dining out is a fun experience, but it’s also somewhat of a luxury for many families,” says Dennis Pfaff, Chief Operating Officer, FIC Restaurants Inc. “Knowing that the expense of eating out can add up, we seek to reward our most loyal customers with incentives and rewards that can help take the pinch off.”
To unlock the benefits of the BFF Club, existing subscribers will need to re-register their account or download the new app, which is now available in the app store (iPhone) and on Google Play (Android). For a limited time, current subscribers will receive a free small sundae at their first check-in when they download the new app.
New members to the club will get 25 percent off their entire order, a free medium sundae during their birthday month, and weekly offers and promotions throughout the year. Users who don’t have a mobile device or prefer not to use the app can still participate in Friendly’s BFF Club through the brand’s website.
Overall, this should be an effective revamp. It offers a relatively high number of perks upon the initial sign-up (a key part of the customer journey), and the app should keep customers involved as a part of the Friendly’s ecosystem (also a key, if often underemphasized, part of the customer journey). It will be exciting to see what enhancements Friendly’s has in store as the program evolves.