A year ago, Captain D’s hoisted its anchor and set sail into what were previously unchartered waters for the QSR seafood restaurant: It launched its first loyalty and rewards program. The points-based system was limited to four markets close to its home port of Nashville, but it found the sailing smooth enough that it is expanding this year into Ohio and Alabama, two of its stronger markets.
The restaurant, which has been around since 1969, made the change despite already....