Technology

Union Square Hospitality Group taps Thanx for loyalty, digital experiences

Provided

May 1, 2023

Union Square Hospitality Group, a multi-brand hospitality company founded by Danny Meyer in 1985, has tapped Thanx to deliver loyalty and digital experiences for three of its brands, Daily Provisions, a neighborhood kitchen with locations in New York City; Blue Smoke, a barbecue joint and Marta, a Roman-inspired pizzeria and wood-fired grill.

USHG has expanded beyond the walls of its restaurants to include a learning and development consultancy, Hospitality Quotient, a catering and events division and Enlightened Hospitality Investments, a growth fund.

"At USHG, we're always searching for technology that enhances the hospitality experience," Kelly MacPherson, CTO, said in a company press release. "With Thanx, we're able to find creative ways to reward and build brand loyalty, meet our guests where they are, and create raves."

With the Thanx partnership, USHG will extend the group's Enlightened Hospitality to more guests across their preferred channels both in-store and digitally. The launch includes an iOS and Android app with a revamped loyalty program and digital ordering experience for Daily Provisions. USHG will gain insight into purchasing behaviors, enabling more personal communication and stronger relationships with guests.

Additionally, USHG brands benefit from Thanx's proprietary credit card integrations and CRM-integrated online ordering, which accelerate customer data capture through frictionless digital experiences, said Zach Goldstein, CEO and founder of Thanx

"Thanx is thrilled to be selected by USHG as their loyalty and guest engagement partner," Goldstein said in the release. "We have been fans of Danny Meyer's approach to hospitality for years. Thanx is excited to work with the entire USHG team to build bespoke digital experiences that are as unique and elevated as their brands.