New York-based Dig, a fast casual concept with a focus on vegetable-forward cooking, is seeing solid results from the December launch of its app, which included a revamped loyalty program and digital ordering experience. Specifically, digital check average growth was up 24%, according to COO Tracy Kim.
"As a growing restaurant group, having a cohesive and personalized loyalty program is critical to providing a best-in-class customer experience," Kim said in a company press release. "We are thrilled we found the right partner in Thanx to deliver on that while integrating seamlessly with our new app interface. With the insights Thanx provides, we can offer a tailored and scalable loyalty program that will allow us to better serve our guests in current and future markets."
The investment in digital strategy transformation comes at the heels of the Dig's rebrand in response to COVID-19 challenges. With the enhanced program, the chain has better insight into customers' purchasing behaviors, allowing for more personal communication with guests and sophisticated targeted marketing to incentivize direct ordering, competing against third-party prevalence ushered in by the pandemic, according to the release.
Updated with a frictionless ordering and checkout process for customers, earning points through the program is easy as it requires no QR codes, plastic cards or phone numbers to track purchasing. Customers need only swipe their credit cards or upload a receipt to earn rewards progress, Kim said.
Founded by CEO Adam Eskin in 2011, Dig is on a mission to rebuild the food system not only through creating supply chain, operational and environmental efficiencies but by changing overall consumer perception of vegetables from a daily necessity to a craveable meal.
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February 09, 2022 at 06:00PM
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Dig's loyalty program leads to higher checks - Fast Casual
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