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Tech Tracker: Loyalty gets an upgradeTech Tracker: Loyalty gets an upgrade

Burger brand Pincho uses Thanx for its latest loyalty push

Joanna Fantozzi, Senior Editor

June 8, 2022

Miami-based, 10-unit burger chain, Pincho is embracing the next level of restaurant loyalty that leans away from discounts and toward exclusive experiences. Pincho is partnering with loyalty platform Thanx to create a hidden menu for the highest-spending loyalty customers that only unlocks after you spend $200 in 90 days. It’s part of Thanx’s new Loyalty 3.0 platform.

The hidden menu — which currently includes the Egginburger, a now-defunct fan-favorite menu item — will be used to test out new LTOs and bring back former menu items that are easier to make in small batches. Operators that use this feature will be able to personalize hidden menu access, control who sees different menus, and vary the length of time the menu items are available.

“It’s just another way of building loyalty and giving back to the folks who are showing up every day and dining in with us,” Otto Othman, CEO and cofounder of Pincho told Nation’s Restaurant News. “So how do you reward these people for their loyalty? Now, when we launch LTOs we launch them for our VIP members first. We’re very excited to take loyalty to the next level.”

For Othman, hidden menus are just the start of what loyalty 3.0 might look like. For gold level “Exclusive” members, Pincho is starting to host VIP 20-person dinners where the chef will whip up some exclusive, high-end burgers like a wagyu burger, for example, and create a special evening, especially for a fast-casual restaurant. Pincho also takes part in the South Beach Food & Wine Festival burger bash competition, and in the future, will invite their “Exclusive” members to come by as spectators.

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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