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On The Border Mexican Grill & Cantina is launching an enhanced version of its Border Rewards loyalty program. The world’s largest Mexican casual dining brand will add two new tiers to the program and bonuses for the brand’s best-selling menu item — Signature Queso.
Border Rewards will add Silver and Gold tiers to the program. Every day, Silver members receive $2 off Queso, and Gold members receive 50% off Queso. The new tiers and benefits include:
Silver: New and existing members who spent less than $250 in qualifying purchases in the 2023 calendar year.
Gold: Members who spent more than $250 in qualifying purchases in the 2023 calendar year. This tier adds a monthly double points day and membership through the following year.
“Our Queso Club was a huge hit that helped jumpstart On The Border’s loyalty program. That promotion ended, but our guests remain crazy about our queso,” says Suzie Tsai, vice president of marketing at On The Border. “We pride ourselves on making people feel special and heard by giving them what we promised: more queso and bolder rewards!”
Border Rewards is free to join by downloading the On The Border app and registering in app or online.
Read More from Loyalty360 on Revamping Loyalty Programs:
Top 10 Signs Your Loyalty Program Needs a Refresh
How to Revamp Your Customer Loyalty Program
Loyalty Program Revamp Guide: Why You Should Never Delete Your Rewards Program
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