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Jimmy John’s revamps loyalty program with gamification and unique rewardsJimmy John’s revamps loyalty program with gamification and unique rewards

Jimmy John’s added achievement badges that customers can earn through tasks like eating every sandwich on the menu, with new swag as rewards

Joanna Fantozzi, Senior Editor

January 13, 2023

2 Min Read
Jimmy John's
Jimmy John'sJimmy John's

Joanna Fantozzi

The next generation of loyalty programs is here and we’re going to start seeing less of a focus on generic discounts and freebies and more personalized experiences for loyal guests. Inspire Brands’ Jimmy John’s is the latest brand to update its loyalty program with this post-pandemic consumer mentality in mind.

The company announced on Friday that Jimmy John’s Freaky Fast Rewards program is launching achievement badges, which allow customers to combine physical feats with digital badges and rewards. For example, one of the first achievements being rolled out is The Gauntlet, which a customer achieves when they purchase all 25 Jimmy John’s sandwiches in a specific timeframe (anytime before March 15). Anyone who unlocks this achievement will receive a Jimmy Chips beanbag chair, combining exclusivity and gamification into one carb-centric challenge. Jimmy John’s hinted that other achievements that will be rolling out in 2023 could be tied to pickle or turkey-centric challenges, or even people that like late-night eats.

“Through our active and robust Freaky Fast Rewards membership, we know that our members value when brands know them on a more personal level,” Nathan Louer, vice president of brand marketing and activation at Jimmy John’s told Nation’s Restaurant News. “We see an important opportunity to drive frequency and loyalty with personalized offers and challenges. Gamification is not necessarily the future of rewards programs, but it’s something that we deem important for our rewards journey.”

Related:Jimmy John’s invites guests to create a virtual Metasandwich that could become real

Although earning collectible digital badges to be exchanged for physical prizes and exclusive merch or experiences might sound like the NFT programs that brands started experimenting with in 2022, Jimmy John’s said that these rewards only exist within the Jimmy John’s app and are not tied to digital currency or the metaverse.

We previously predicted that loyalty programs will start to merge with and/or take inspiration from the metaverse. This is a smart strategy because it’s the best of both worlds: digital collectibles and unique rewards without being bogged down by blockchain, which is usually used or understood by a small segment of consumers. For example, when Starbucks announced its foray into the metaverse, the company noted that cryptocurrency and VR headsets were not necessary to experience the community of digital experiences and rewards. Although Jimmy John's recently tested out the waters of the metaverse in early 2022 with the introduction of a metasandwich sandwich creation contest, in this instance, the metaverse is not a part of the strategy at all: it's just a more interactive loyalty program.

Related:Inspire Brands sells Rusty Taco to Gala Capital Partners

Contact Joanna at [email protected]

 

About the Author

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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