Baja Fresh and La Salsa join Rewards Network

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Baja Fresh and La Salsa restaurants have partnered with Rewards Network in a new loyalty marketing strategy.

The two Mexican quick-serve chains, both owned by B.F. Operations Holdings LLC, are attempting to build brand awareness and attract new customers with the program. They could not be reached for comment.

“We offer a very strong value proposition for our merchants,” said Bruce Mainzer, CMO of Rewards Network. “We offer the ability to market the restaurants to millions of our members all across the country. They are frequent diners who enjoy getting rewarded, so it just makes a lot of sense for a smart restaurateur to be able to create awareness of their product amongst the diners.”

Rewards Network will manage the restaurants' loyalty card programs, which allow Rewards Network members to earn cash back, frequent flier miles or other rewards when they purchase meals at Baja Fresh or La Salsa. Rewards Network will also market the restaurants to its 3 million-member database, using e-mail, online and print advertising and direct mail.

Additionally, Rewards Network will provide its two new members with branded Web sites and customer feedback capabilities. Every time a member eats at Baja Fresh or La Salsa, Rewards Network sends a thank you e-mail to that diner, requesting they fill out a survey about their experience.

“It's proven to be extremely valuable to merchants because it provides a great way for them to monitor customer satisfaction and their own product quality,” Mainzer noted. 

Neither Baja Fresh nor La Salsa has ever participated in a rewards program before. Mainzer said Rewards Network executives were excited to add the two as a way to broaden dining choices for Network members. The network already includes a range of eateries, from local bistros to family-style chains.

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