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Smashburger’s loyalty program as a sales-driving success storySmashburger’s loyalty program as a sales-driving success story

How Smashburger’s revamped loyalty program launched at the end of 2019 helped to drive performance during the pandemic and beyond

Joanna Fantozzi, Senior Editor

July 22, 2021

In December 2019, Smashburger launched a revamp of their loyalty program — SmashClub Rewards — in partnership with Paytronix. In 2020, the growth of their point-based rewards platform helped drive sales 6.5% despite the challenges of the pandemic.

Like Starbucks’ original rewards program, the loyalty program at Smashburger is tiered based on average spend: silver, gold and platinum. Since launching the program, Smashburger’s loyalty program signups increased eightfold from 60,000 active members to just under 500,000.

Why? The data and AI-driven technology behind the loyalty program helped create personalized experiences, rewards, and recommendations for loyal customers, increasing spend and driving user returns. They also offer perks and incentives to loyal customers to try new products.

“Recently, we launched a new chicken LTO: Scorchin’ Hot Crispy Chicken and to create awareness of that, we targeted guests who were their fry fanatics in our database and offered them free fries if they tried the chicken,” Scott Johnson, vice president of marketing for Smashburger said. “We gave them ways to engage and review the product and we saw really great redemption on that […]They didn't necessarily buy chicken in the past, but it gave them a strong incentive to try it and talk about it.”

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About the Author

Joanna Fantozzi

Joanna Fantozzi

Senior Editor

Joanna Fantozzi is a Senior Editor for Nation’s Restaurant News and Restaurant Hospitality. She has more than seven years of experience writing about the restaurant and hospitality industry. Her editorial coverage ranges from profiles of independent restaurants around the country to breaking news and insights into some of the biggest brands in food and beverage, including Starbucks, Domino’s, and Papa John’s.

Joanna holds a bachelor’s degree in English literature and creative writing from The College of New Jersey and a master’s degree in arts and culture journalism from the Craig Newmark Graduate School of Journalism at CUNY. Prior to joining Informa’s Restaurants and Food Group in 2018, she was a freelance food, culture, and lifestyle writer, and has previously held editorial positions at Insider (formerly known as Business Insider) and The Daily Meal. Joanna’s work can also be found in The New York Times, Forbes, Vice, The New York Daily News, and Parents Magazine.

Her areas of expertise include restaurant industry news, restaurant operator solutions and innovations, and political/cultural issues.

Joanna Fantozzi has been a moderator and event facilitator at both Informa’s MUFSO and Restaurants Rise industry events.

Joanna Fantozzi’s experience:

Senior Editor, Informa Restaurant & Food Group (August 2021-present)

Associate Editor, Informa Restaurant & Food Group (July 2019-August 2021)

Assistant Editor, Informa Restaurant & Food Group (Oct. 2018-July 2019)

Freelance Food & Lifestyle Reporter (Feb. 2018-Oct. 2018)

Food & Lifestyle Reporter, Insider (June 2017-Feb. 2018)

News Editor, The Daily Meal (Jan. 2014- June 2017)

Staff Reporter, Straus News (Jan. 2013-Dec. 2013)

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