Technology

NYC's Parched levels up guest rewards with app launch

Photo: Parched

May 28, 2025

Parched Hospitality Group, known for its Australian-inspired dining and cocktail brands, has launched "Parched Locals," a tiered rewards program and mobile app. Powered by Paytronix, the program is designed to digitally engage and reward guests across all nine of Parched's New York and Florida locations, including popular spots like Daintree, Hole in the Wall, Isla & Co., and Wallflower.

"We've got such a fantastic group of loyal customers, we wanted to give back to them and make sure they feel as much a part of our family as we feel about them," Parched Chief Strategy Officer Tom Rowse said in a company press release. "The Parched Locals program and mobile app will help expand and grow our family while thanking them."

Becoming a mate

Rewards users, known as "mates" signing up for the "Parched Locals" program receive a free cocktail, coffee or fries. The app allows guests to:

• Explore all Parched venues.
• Reserve a table.
• Browse menus.
• Manage their account.
• Order online with app-exclusive pricing.
• Earn points on every purchase and gain first access to special offers and limited-time rewards.

"The guest experience has been at the center of the brand since its conceptualization," Andrea Mulligan, chief customer officer at Paytronix, said in the release. "Parched is giving back to its regular customers and making it convenient for people to engage with them, whether in person or remotely."

The program fully integrates with Parched's existing ToastPOS system.