Restaurant and lifestyle brand True Food Kitchen has launched its first loyalty programme and custom-branded app True Insider.
Designed in partnership with customer engagement provider Thanx, True Insider provides customers with a personalised brand engagement programme and will integrate directly with the restaurant’s new digital ordering platform, which was released recently.
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Guests can use the app to order and pay online, make reservations, manage their account and earn and redeem rewards at any of True Food Kitchen’s 27 locations across the globe.
True Food Kitchen CEO Christine Barone said: “True Insider is more than a loyalty platform, it’s a brand engagement programme that will allow True Food Kitchen to provide more personalised, customised, exclusive and even unexpected perks that will make our brand more memorable for our loyal guests.
“The platform will also give rise to some rich data that will help us understand what motivates our guest on an individual level so that we can fine tune our offering and engage with each of them in a more personal and meaningful way.”
Structured as a tiered programme based on annual spending, True Insider offers incentives to guests as they earn status in higher tiers.
Additionally, in partnership with Thanx, the app will leverage Thanx Campaigns to take True Food Kitchen’s email marketing to a new level of personalisation.
The custom branded mobile app will unify current email marketing with the new app, loyalty programme, online ordering and SMS messaging.
Guests can use the app’s camera feature to capture a photo of a card to scan and save all the payment information with bank-level security.
Cash-paying guests can also use the camera feature to upload receipts to earn spending progress and redeem rewards.
Last July, True Food Kitchen received an equity investment from global media icon Oprah Winfrey to support its national expansion.
