Restaurant loyalty programs get an upgradeRestaurant loyalty programs get an upgrade

Restaurant loyalty programs have evolved beyond cardboard punch cards that earn free drinks or French fries and have become more engaging, exclusive and brand-relevant.

Secret menus, early access to new menu items, event invitations and coveted swag are all available to the best customers at a growing number of restaurants that are seeking to offer rewards beyond discounted prices and freebies.

“Today’s consumers want more authentic, values-based connections with brands,” said Michelle Wildenauer, senior vice president of strategic services for The Lacek Group, which recently conducted a global consumer survey on loyalty in partnership with Sitecore. “Programs that offer a mix of emotional and rational benefits resonate more than those tha...