Having passionate customers is a huge piece of the loyalty puzzle, and Auntie Anne’s has just that. Thanks to its highly successful loyalty program, Auntie Anne’s delivers a great customer experience every time.
Meredith Wenz, Director of Marketing for Auntie Anne’s, believes the company’s My Pretzel Perks loyalty program has far exceeded all expectations. Auntie Anne’s passionate brand advocates make the program vibrant and engaging.
“Consumers are hungry for programs that will make their lives easier and provide value,” Wenz said. “Auntie Anne’s is able to offer a full circle experience and deliver on customer needs through the My Pretzel Perks app. From rewards and status details, to our menu, nutritional information, and store locator, it’s all available at the click of a button. We’re continuing to research methods and features to improve the experience even further. 
The My Pretzel Perks loyalty/rewards program launched as a test in a few key markets in Q4 2013 and then launched nationally in 2014.
“It took almost a year to complete the upgrade process with our registers (each and every one had to be touched in order to install upgraded software) and to train our crews, but we’re now live in more than 900 locations nationwide,” Wenz said. “Our membership total has far exceeded our expectations, and we’re seeing strong monthly usage numbers.”
And those loyal customers are coming back again and again.
“What we’re finding right now is that our loyal users are coming back to purchase from Auntie Anne’s more often than they had been,” Wenz said. “We’ve seen repeat frequency increase significantly in 2015. Our goal is to continue to deliver excellent customer service and a quality product. That, coupled with our loyalty program offers and rewards, will continue to drive sales in a positive direction.”
Customer loyalty runs deep at Auntie Anne’s, Wenz noted.
“Our customers are deeply loyal, in part, due to the deep-rooted experiences they’ve had – often times – in growing up with our brand,” she explained. “Customer loyalty really propels the brand forward. It started for us in 1988 when the first Auntie Anne’s store opened. Our hand-rolled soft pretzel recipe was dubbed by customers as ‘better than the best you’ve ever tasted.’ We want to continue to build on that equity because that’s what truly keeps guests coming back again and again. It means we’re providing something special, something unique.”