Kneaders, a Utah-based fast casual bakery and cafe chain, has seen a 50% increase in average weekly enrollment in its loyalty program since its relaunch in partnership with Thanx, a loyalty and guest engagement platform.
Customer response to the program has led to a six-figure month-over-month online sales growth, and customers have redeemed 3 million points, Kneader’ VP of Strategy Bailey Scoville said in a company press release.
“We have a strong loyalty base at Kneaders Bakery & Cafe, and this program re-launch was designed to delight them with a generous rewards base and custom rewards throughout the year,” Scoville said. “The Thanx team was a resource to us every step of the way, from analyzing customer feedback and consulting on program design to ensuring a seamless transition on launch day. We saw an almost immediate spike in membership and point redemptions following the re-launch. We are thrilled our loyal customers are enjoying the new program, which wouldn’t be possible without our partnership with Thanx.”
The program gives guests the flexibility to redeem points for over 30 rewards within the brand’s digital rewards marketplace. Just for signing up for the relaunched program, members earn a free chocolate mousse dome pastry. The large variety of rewards available to members within the rewards marketplace uplevels the loyalty experience, giving guests the option to choose more relevant perks or menu items based on their preferences, according to the release. For example, program members can redeem points for pastries, salads, and sandwiches while guests who reach the “Gold” and “Platinum” tiers earn $1 for select drinks all day.
