Chili’s Dumps Plenti Rewards Program Due To Customer Feedback
Chili’s® Grill & Bar has sent out an e-mail to My Chili’s Rewards members stating that they will no longer be a member of the coalition loyalty program Plenti. In an email to My Chili’s Rewards members, Chili’s said “We heard you. It’s time for a change.” The email went on to explain that “We frequently evaluate My Chili’s Rewards based on customer feedback, and have decided that Chili’s will no longer be a participating Plenti partner after May 3, 2018.”
Chili’s Offers New Loyalty Incentives
In April 2017, Brinker International Inc., looking to spark a rebound at Chili’s Grill & Bar, named Steve Provost as exec VP-chief marketing and innovation officer of the casual dining chain.
With the end of the Plenti program, Chili’s had to revamp Chili’s rewards program. The new program is a simple value proposition with members of My Chili’s Rewards getting their choice of chips and salsa or a non-alcoholic beverage during every visit to Chili’s.
After gathering customer feedback and testing this new strategy in a few markets in August 2017 to confirm they were giving guests what they wanted, Chili’s Grill & Bar has decided to roll out the new benefits to all the My Chili’s Reward’s program members. In the test, they found out that 50 percent of My Chili’s Rewards members opt for free chips and salsa and the other 50 percent choose a non-alcoholic beverage.
“The reality is a loyalty program is a way of saying ‘thank you’ to our guests for being one of their top dining options and we weren’t doing a good job of that until now,” added Steve Provost.
Side note, if you’re thinking, “wow, Chili’s has been really self-aware lately!” You’re right. Jessica Wohl with Ad Age noted that “results at Chili’s have been discouraging. Same-store sales at company-owned locations fell in each of the first two quarters of fiscal 2017, continuing a trend after such sales declined 2.6% in fiscal 2016.” The company is really focused on its core strategy. It started back in Sept. 2017 when the company slashed the menu and focused on what made it famous – burgers, ribs, and fajitas – and now they’re applying that thinking to all aspects. Loyalty was next up and they’ve updated the loyalty strategy of the My Chili’s Rewards program.
Filed under: Loyalty Marketing