TGI Friday's revamps 'Give Me More Stripes' rewards

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TGI Friday's relaunched its “Give Me More Stripes” loyalty program on March 29. The revamped program allows consumers to create accounts via text message and on interactive touch screens at restaurants, in addition to already-established online electronic forms and in-store paper applications.

Members can now earn one “stripe,” or point, for every $1 spent. Previously, members automatically received an $8 food reward per 100 stripes earned.

The relaunched program will also give members more flexibility in redeeming points. For instance, consumers can redeem 50 stripes for a free dessert, 80 stripes for a free sandwich or burger, 100 points for an $8 food reward or free seafood or chicken entrée, and 150 stripes for a free steak or ribs entrée.

Consumers can also redeem stripes anytime and they are valid for 60 days, twice as long as before. Previously, consumers required an email certificate for each 100 points earned. TGI Friday's launched the original “Give Me More Stripes” program in 2008.

“One of our key principles is to remain relevant and differentiated,” said CMO Trey Hall. “It was time to make some changes to the program. We talked to our members and asked what they wanted in a loyalty program. They said they wanted more choice and control and flexibility to engage.”

He added that the goal of the program, which was designed internally with help from TGI Friday's CRM AOR Merkle, is both expansion and retention. Merkle could not be reached in time for comment.

“We hope the program becomes more relevant to [existing members] and enables us to improve communication with them,” said Hall. “We also want it to reach more people because it becomes enticing to more people. Our loyalty members are three to four times more valuable than another guest. Expanding and enriching this program is a really beneficial thing to us.”

Members also receive a “Jump the Line Pass” after every three visits, allowing them to get immediate seating. Members also receive exclusive offers and invitations to events, like food and beverage tastings and menu previews.

TGI Friday's will promote the program via e-mail, point of purchase, its website and social media.

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