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QSR: A Digital Renaissance Of Loyalty Programs
Togo’s new loyalty program increases revenue and improves understanding of customer behavior

Togo’s Eateries may have originated in 1971, but it’s found a way to be modern with the national rollout of their new digital rewards program. The 250-unit sandwich chain shifted from handing out paper reward cards, reports QSR, to having customers check in from their smart phones.

The new point-based program offers a point per dollar spent, with $5 off for every 50 earned points. Another major driver of the program is that all reward members receive a free sandwich during the month of their birthday.

Aside from the incentives, Togo’s also uses the rewards program to track customer behavior.

“Our Rewards program provides some very robust data,” Togo’s senior brand manager Leslie Lopez told QSR. “We know basic stats like age, visits, and spend. But we can also do a deeper dive to segment guests and measure how they’re responding to campaigns and offers. We can also see what types of delivery messages are getting greater action—from geo-fencing to standard email and/or mobile push notifications.”

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