Bloomin’ Brands Designs New Loyalty Program with Customers in Mind

Officials at Bloomin’ Brands listened to their customers and answered them in the form of a new loyalty program: Dine Rewards, which launched on Tuesday.

Dine Rewards is the first nationwide loyalty program in casual dining to offer rewards across multiple restaurant concepts. After just three visits to Outback Steakhouse, Carrabba’s Italian Grill, Bonefish Grill, or Fleming’s Prime Steakhouse & Wine Bar, customers can earn 50% off on their fourth visit. The program gives customers the flexibility to choose when, where, and how they want to dine while earning rewards and there’s no cost to enroll.

“Dine Rewards is unique because it offers variety and flexibility like no other loyalty program in casual dining,” Barb Millette, Senior Director of Loyalty & Marketing Services for Bloomin’ Brands, told Loyalty360. “You can dine, earn and redeem rewards at four different restaurant brands. Unlike most casual dining loyalty programs, with Dine Rewards, you’re not limited to one restaurant concept. Dine Rewards was designed with our customers in mind. They wanted a simple, easy-to-use rewards program that would be honored at multiple restaurant chains.”

Research shows that 75% of consumers would like to have one rewards program membership that was honored at multiple restaurant chains. Dine Rewards was designed with that in mind and to meet the needs of frequent guests with busy lifestyles.

Dine Rewards is free to join and the rewards begin immediately. After signing up online, members will receive an incentive of $5 off at Outback Steakhouse, Carrabba’s Italian Grill, or Bonefish Grill; or $10 off at Fleming’s Prime Steakhouse & Wine Bar.

Earning rewards is simple. When visiting a participating restaurant, guests can just let the server know that they are a Dine Rewards member and provide the phone number associated with the account to receive credit.
Millette added that Bloomin’ Brands is leveraging mobile to create better customer experiences that drive customer loyalty.

“For many people, it’s all about convenience and access on the go,” Millette said. “We wanted to make sure we were meeting those needs. The Dine Rewards website is fully functional on mobile devices with real-time information that can be tracked and managed just as easily as on a desktop. You can also track and use rewards through the Outback and Carrabba’s apps, which also offer the ability to get on the wait list and pay right from your phone.”

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