Officials at Pei Wei Asian Diner, which currently owns and operates 196 restaurants, listened to their customers about what they wanted out of a loyalty program.
The answer to that question was a resounding refrain: A digital loyalty program.
As a result, on July 1 Pei Wei Asian Diner launched its first-ever loyalty program and an all-digital rewards program. Customers who sign up for the My Wei Rewards program receive a free entree after collecting 1,000 points. Customers receive 10 points for every dollar they spend at the restaurant. If customers sign up now, they can receive 500 points immediately.
Jim Umberger, Vice President of Interactive and Loyalty Marketing at Pei Wei, told Loyalty360 that the loyalty program came from listening to customers.
“We listened to our diners when they asked for a loyalty program and it’s a great way for us to connect with our fans, drive ongoing engagement, and build brand advocacy,” Umberger said. “As part of developing the strategy for My Wei Rewards, we surveyed current and potential customers as well as employees to determine the core program elements, like the appeal of a fully online program and the desire to earn experiences that go beyond points. This feedback was instrumental in creating a program that would be used frequently and be loved by our members.”
What’s more, Umberger said Pei Wei Asian Diner plans to launch a mobile app next year that will allow members to scan their digital member cards at the register, manage their points and rewards, find nearby restaurants, and much more.
Umberger explained what makes the new loyalty program unique.
“My Wei Rewards is fully digital, so there are no membership cards to keep track of or remember,” he said. “And the program offers speed and convenience-based benefits, as well as exclusive tasting opportunities and unpublished members-only events and experiences. Since My Wei Rewards launched on July 1, we’ve received incredibly positive feedback from both our restaurant staff and loyal diners who are excited about the simplicity of the program and the ease of earning a Free Entrée Reward.”
But Umberger said at Pei Wei Asian Diner, customer loyalty extends beyond points.
“At Pei Wei, loyalty is more than a points-based rewards program,” he explained. “It’s an omni-channel, experience-based approach that engages and retains our guests and rewards diners’ appetites with the bold, fresh flavors they love.”