Noodles & Co. is picking up the pace of giveaways under its loyalty program.
Noodles Rewards members can now expect a fresh reward every day, regardless of how many points they’ve accumulated. The new feature is called Extra Goodness.
The daily perks could include a percentage or dollar discount, a free add-on or upgrade, or other offers, the pasta chain said Monday in a press release.
Extra Goodness adds to the chain’s existing program, which allows customers to earn points per dollar spent and exchange them for free food.
It’s what’s known as a surprise-and-delight offer, a strategy that is becoming more common at restaurants. Brands like McDonald’s and Subway, for instance, are offering app users a steady stream of deals, and Chipotle is now giving loyalty members 10 free “food drops” throughout the year. That’s on top of the chains’ more traditional points-based programs.
Read more about the evolution of restaurant loyalty programs.
The strategy allows brands to offer customers value, but in a more controlled way than blanket programs like McDonald’s Dollar Menu or Subway’s $5 Footlong. Chains can tailor the piecemeal discounts to the tastes of individual guests, giving them a compelling reason to visit.
It was unclear whether Noodles’ Extra Goodness rewards will be personalized or the same for everyone. The company had not responded to a question about that as of publication time.
“As many brands across the industry make meaningful changes to their rewards programs, we are committed to adding extra value and Extra Goodness to the perks we offer our members,” said Noodles CMO Stacey Pool in a statement.
Noodles’ loyalty program has 4.5 million members and has become a key part of its business. Membership grew 12.5% in 2022 and those users now account for 25% of the chain’s sales. The data collected from those members allows the brand to learn more about them and adjust its strategy accordingly.
“We continue to leverage the rewards program to gain valuable insights about guest behavior, become more targeted with our messaging and develop deeper relationships and loyalty with our guests,” CEO Dave Boennighausen told investors last month, according to a transcript on financial services site Sentieo.
Broomfield, Colo.-based Noodles has 450 restaurants, the majority of which are company-owned.
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