Points-Based Loyalty Is What Diners Want
Photo Caption: B.Good hopes to attract more loyalty members with a straightforward, points-based system.
Skift Take
No need to reinvent the wheel here. Simple, straightforward, points-based loyalty programs are what customers are demanding.
Sometimes, it's good to give the people what they want. Massachusetts-based, 75-unit fast casual chain B.Good is doing just that with its revamped digital loyalty program, launching system-wide today.
The new program introduces a familiar, points-based system to B.Good's loyalty members, which is a departure from the chain's original vision for the initiative. When the program originally launched in 2015, B.Good purposefully didn't let diners know exactly when rewards were doled out. Instead, customers could expect to receive a surprise reward every 7-15 visits and redeem it through B.Good's app.
Prior to the digital loyalty launch in 2015, B.Good had utilized a similar unexpected rewards structure with a physical keychain loyalty program that would send surprise rewards to users via email.
"At the time, it was
