P.F. Chang’s launches digital loyalty programP.F. Chang’s launches digital loyalty program

P.F. Chang’s China Bistro Inc. this week introduced a “fully digital customer loyalty program” that simplifies rewards for frequent diners.

Diners can enroll in the new “P.F. Chang’s Preferred” loyalty program online or via text message. Reward points accrue via the customer’s connected phone number, at about 210 domestic casual-dining restaurants.

“P.F. Chang’s Preferred is entirely online, so there are no membership cards to keep track of or remember — members simply provide their phone number at the register to earn points,” the Scottsdale, Ariz.-based company said in a statement.

“We’ve simplified our rewards and sweetened the benefits to celebrate our most loyal guests,” Jim Umberger, P.F. Chang’s vice president of interactive and loyalty marketing, said in a statement.

“Now our guests will have the opportunity to earn and experience members-only perks simply for enjoying their favorite fresh, handcrafted P.F. Chang’s dishes,” he added.

Among those perks, the company said, are invitations to tasting events and special birthday promotions. P.F. Chang’s diners accrue 10 points per dollar spent. Totals of 2,000 accrued points can be redeemed for a free entrée.

The loyalty program excludes restaurants in Hawaii and Puerto Rico, as well as airport and international locations.

Other casual-dining brands have been investigating loyalty program modifications. In April, Chili’s Grill & Bar, the division of Dallas-based Brinker International Inc., said it would expand its tabletop technology to a loyalty program. The program would also allow redemption of American Express credit card reward points for meals.

Earlier in July, P.F. Chang’s rolled out a digital-only loyalty program, similar to the one at the casual-dining division, to its 196-unit fast-casual Pei Wei after testing the program earlier this year.

Members can sign up for the P.F. Chang’s Preferred program at pfchangs.com/rewards or by texting “REWARDS” to 242-647.

As an incentive, P.F. Chang’s is offering new members 1,000 points, or half of an entrée reward, just for signing up. Among the other complimentary offers are a free appetizer or dessert of the diner’s choice during the customer’s birthday month.

P.F. Chang’s has restaurants in 39 states and abroad.

Contact Ron Ruggless at [email protected].
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