Loyalty360 Reads: January 18: Dutch Bros Loyalty Program Gains 3.2 million Members in its First Year, Southeastern Grocers Expands Charitable Focus, and More

Dutch Bros Loyalty Program Exceeds Expectations
Dutch Bros Coffee's Dutch Rewards program, launched in early 2021, has seen early success. The brand shared that the rewards program accounts for 60 percent of sales, and Dutch Bros' CFO Charles Jemley now believes 70 to 75 percent is "probably a realistic goal."

"I think with privacy laws, it's going to get more and more difficult to engage with people, and having them as registered users gives us the license to speak to them on their terms, which is very important to remember," Jemley said.  

Dutch Rewards gained 3.2 million members in its first year, with 500,000 in the fourth quarter alone. The Dutch Rewards program allows customers to earn points based on spending instead of the previous punch card system. Loyalty members receive five points for each dollar spent, and customers earn a complimentary drink and bonus points simply for enrolling.
Buffalo Bills Signs Caesars as Second Online Sportsbook Partner
Caesars Entertainment has penned a multi-year partnership to become an official mobile sports betting partner of the NFL's Buffalo Bills. Caesars was one of four operators to recently launch an online sportsbook in New York State, alongside DraftKings, FanDuel, Rush Street Interactive (BetRivers), and BetMGM.

"This partnership gives us the opportunity to connect with one of the most passionate fan bases in all of sports," said Caesars Digital co-president Chris Holdren. "We're ready to welcome Bills fans into the Caesars Empire and offer them access to best-in-class hospitality experiences through our Caesars Sportsbook app as we continue to expand our footprint across the state of New York and beyond."
Southeastern Grocers Elevates Belonging, Inclusion and Diversity with Expansion of Charitable Focus
Southeastern Grocers has announced the expansion of its charitable giving focus in the new year to support more causes committed to elevating belonging, inclusion, and diversity and the local organizations that share the grocer's passion for celebrating differences and strengthening communities. SEG's expanded commitment will help the grocer and its charitable arm, SEG Gives Foundation, make a more significant impact within its communities.

SEG continues its long-standing commitment to supporting causes that prioritize the communities it serves, including the fight against hunger, support for military service members and their families, and providing relief to those affected by extreme weather and natural disasters. SEG, together with the SEG Gives Foundation and generous customers, donated more than $5.5 million back into the community last year to support neighbors in need through various military, health and local community initiatives, including support for local food banks, The American Red Cross, Folds of Honor, the USO, American Heart Association, American Cancer Society Making Strides Against Breast Cancer, children's hospitals and many more.

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