Papa John’s loyalty program, Papa Rewards, has reached a milestone of 20 million members.
While Papa John’s originally invested in its loyalty solution back in 2010, the appetite for loyalty and rewards programs over the past 15 months has put the restaurant in a favorable position.
Since the beginning of 2020, the quick-service restaurant (QSR) has seen its loyalty program grow at a rapid clip, adding more than 100,000 customers each week. The growth in the QSR’s loyalty program seems to be paying off. In 2021, the brand’s loyalty and rewards program contributed to almost half of its sales, making it a key driver for both short-term sales growth and the lifetime value of the customer.
“Papa Rewards is just one of the key examples of touch points aimed at providing key customer value,” said Anne Fischer, SVP of Customer Experience at Papa John’s. “The continued success of our loyalty program and overall innovation is key to driving new customers to our brand and relationship-building equaling support for our upcoming innovative initiatives.”
Papa John’s success in engaging new and existing customers points to one of the key trends that have emerged during the COVID-19 pandemic: loyalty programs. It also points to a critical component of customer experience that QSRs (and other players in the retail industry) need to focus on if they want to be successful: delivering personalized experiences.
It is perhaps not surprising that several other players in the QSR space are responding to these trends with the launch of their own loyalty offerings. Just last month, Florida-based restaurant chain, Popeyes, announced the launch of its own rewards program, enabling members to earn points for every transaction they make. McDonald’s has also looked to take their program nationwide.