Solution
We started with an extensive re-design of the loyalty program itself — we wanted to get more people more rewards, more often. We opened the Rewards Exchange, a store to let members redeem points for food and gear and even offered the opportunity to donate points to charities. Members could also start earning “Extras” — badges that helped both reward and incentivize behavior like digital ordering, multiple visits to the same restaurant, or participation in a special event like the famous Boorito.
