Goodcents has partnered with Punchh to launch an app and refreshed rewards program that will provide more accurate data to help the Kansas City-area sandwich shop personalize marketing. Franchisees also will be able to use the reward program data to market directly to their customers within six months.
“The new program data will help us take some of the guesswork out of marketing, like sending kids meal coupons to customers who may or may not have kids,” Rebecca Murray, vice president of marketing at Goodcents, said in a company press release. “Our franchise owners know our guests’ faces when they come in the front door; we should also know their preferences so that we can engage more fully with them.”
According to a study from research firm BIA/Kelsey, a repeat customer spends up to 67% more than a new customer, which is why guest loyalty has become such a focus of restaurants in recent years.
Rewards programs are considered strong drivers of restaurant app usage, in part because they generate reliable first-party data. Since Google announced plans to drop cookies in late 2024, brands are looking for new ways to build a customer-first strategy. Better customer experiences — such as receiving coupons for a customer’s favorite sandwich at a favorite lunch spot near their offices — build loyalty and engagement.