Technology
Veggie Grill revamps loyalty app
July 12, 2023
Veggie Grill has upgraded its loyalty program and digital ordering experience via Thanx, a guest engagement platform.
"We are thrilled about the launch of our new loyalty program and upgraded digital ordering experiences," Robert Baek, VP of IT at Veggie Grill, said in a company press release. "We selected Thanx to power more sophisticated marketing and both our casual guests and super fans are already enjoying the new app and tiers program. From the operator's perspective, the intuitive UI allows us easier segment/offer creation and streamlined access to actionable data. We are excited to deliver a fresh loyalty program while offering best-in-class digital experiences, ultimately bringing our delicious plant-based food to more guests.
Veggie Grill transferred over 300,000 loyalty members from its previous platform with no disruption to the guest experience. Upon launch, members view all previous rewards and account data, which are automatically imported into the new program while the Veggie Grill app experience is refreshed overnight. The enhanced program features a rich rewards marketplace of over seven items for guests to choose from, and members earn one point for every dollar spent and are rewarded with $5 off their first order of $15-plus just for enrolling in the program in addition to a free entree on their birthday, Baek said.
"Veggie Grill is a category creator — one of the original innovators in plant-based dining," Zach Goldstein, CEO and founder of Thanx, said in a company press release. "Now, that innovation is matched across their digital experiences and loyalty program, giving guests more reasons to order direct. Many brands assume that loyalty transitions are going to be painful for consumers and operators alike — but Veggie Grill transitioned hundreds of thousands of loyalty members from their legacy program to Thanx overnight with an automatic app update and rewards transition."
Founded in 2006, Veggie Grill has 21 locations in California, Oregon, Washington and Massachusetts.
