Popeyes Louisiana Kitchen is debuting its first loyalty program, Popeyes Rewards, systemwide today with a special meal offer for participants, the company announced.
The division of Toronto-based Restaurant Brands International Inc. said the rewards program will give customers access to deals, celebrations, member experiences, swag as well as the opportunity to earn and redeem points for menu items.
The Popeyes Rewards program was tested in the first quarter.
“We're excited to use this connection with our guests to drive incrementality to targeted offers and campaigns,” said José Cil, CEO of Restaurant Brands International, in a first-quarter earnings call. He added that it was aimed at increasing frequency and check average.
As part of the launch, Popeyes is offering special bonus reward-point earnings for the “Welcome to The Popeyes Fam” Meal, which is only available to loyalty members through the Popeyes smartphone app or via online ordering. It features eight pieces of bone-in chicken, one large side and four biscuits. The suggested family-meal price is $23.99, but it may vary by location.
Rewards members who buy the exclusive meal June 17 to July 1 will receive 500 bonus points to use toward future orders, the company said.
Besides earning transaction points, loyalty members also can get access to a “happy hour” with $1 regular size sides, bonus points on combination and family meals and extra rewards with personalized challenges.
Participation in the Popeyes Rewards requires customers to download the free app or register online at popeyes.com and then provide a name and email address. First-time registrants get a free apple pie, regular side dish or small drink.
As of March 31, Restaurant Brands International, which also owns and franchises the Burger King and Tim Hortons concepts, had 3,495 Popeyes units systemwide. The concept was founded in 1972.
Update June 17, 2021: This story has been edited to include the suggested price of the family meal.
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