Corporate dining group offers tiered loyalty program

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Foodservice management company Compass Group is working with First Data to roll out a new, tiered loyalty program nationwide.

The two companies have been working together on payment and loyalty programs since February 2007. This year, they are rolling out ZipThru Rewards to Compass Group's corporate cafés and dining centers nationwide. The opt-in, points-based program, managed by First Data, recognizes and rewards customers based on their level of loyalty — which is measured by the amount of points that members have earned.

“With the new tiered program, we will be able to continue to provide rewards for all of our customers, while more frequent customers can be rewarded at a higher level,” explained Lisa McEuen, SVP, strategic marketing and business excellence, for Compass Group North America. “Goals for the new program are to increase loyalty participation, drive frequency of visits and increase website registration.”

Each time members buy a meal at a participating Compass Group dining site, they present their ZipThru cards and earn points. The automated system offers immediate rewards, including discounts on meals as well as merchandise, travel and entertainment. The more loyal the customer, the more discounts and rewards he or she receives.

First Data tracks all customer actions in the ZipThru program and evaluates transaction and purchase data to optimize marketing campaigns.

All Compass Group customers are eligible to join ZipThru Rewards. They can sign up for ZipThru online. The program is promoted through e-mail blasts, on-site marketing at Compass Group cafes and enrollment incentives.

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