White Castle’s Craver Nation Rewards program has undergone a makeover, and now includes a points system and tiers program. First introduced in 2019, the revamped program allows members to earn points by purchasing menu items and completing “quests,” such as trying new menu items or visiting restaurants during the late-night daypart.
Each quest completed earns members badges and rewards, such as additional offers and points. The program features three levels – Adventurer, Champion, and Legend – that are unlocked through quests and points earned. All members also have access to exclusive offers for special occasions, such as birthdays, and seasonal promotions.
“We’re not using the typical earn-and-burn strategy where customers simply earn points and exchange them for rewards,” digital marketing manager Aaron Lahman said in a statement. “While this newest iteration of our program still offers rewards, it lends itself to more engagement with our Cravers. It’s more like a game where they complete quests to earn badges and unlock new tiers to get special perks, rewards and exclusive benefits not available to nonmembers.”
To promote the changes, new members of Craver Nation Rewards will get $5 off their first mobile order. Existing members will get 20% off their first mobile order. Craver Nation Rewards is also currently offering members two free small soft drinks with the purchase of a Cheesy 10 Sack, available now for $7.99.
“We recognize not all White Castle customers crave the same way, which is why we’re introducing a refreshed loyalty program that offers value and motivation to customers who want to get perks for joining, earn value through their spending, and show their fandom by earning badges through quest completions,” Lahman said. “Our customers are more than just transactions. Even though they have such passion for our brand, they have a lot of choices. So, connecting with them in this way will help us stand out from the crowd.”
White Castle is the latest chain to evolve its rewards program as consumers become more digital and seek digital exclusivity, and as chains leverage such programs to offer additional value in a tighter environment. The late-night quest also supports White Castle’s objective of winning that daypart as more competitors jump into the space.
Contact Alicia Kelso at [email protected]
