• by Teresa Buyikian , July 19, 2023

This week Del Taco announced the enhancement of its Del Yeah! app-based loyalty rewards program, giving customers easier and faster ways to earn reward points.

The Lake Forest, California-based chain with over 600 locations in 15 states launched its Del Yeah! loyalty program app in 2021. The new enhancements enable the customer to earn more rewards with fewer points, as well as earn and share vanity badges with others for completing in-app activities, like completing polls.

Customers level up into higher tiers through more purchases and other app activities that offer exclusive tier discounts. Another added feature includes 2 free Del Tacos upon signup.

“We have steadily grown Del Yeah! Rewards with new members,” Tim Hackbardt, Del Taco’s chief marketing officer tells Marketing Daily. “We wanted to go beyond a simple point system by developing exclusive in-app experiences. Supporting our Del Yeah! Rewards member community is now an active daily part of our brand.”

Hackbardt says the loyalty program enhancements will be promoted in-store, and through email, SMS and in-app push notifications, in addition to social executions. And through Aug. 13., members will also receive free delivery of Del Taco items by using the app.

The Del Yeah! announcement comes on the heels of a recent study by Circana that reported restaurant loyalty program points and rewards redemption has increased 26% in the first quarter of 2023 over the same quarter of the previous year. The study also found that about a quarter of all restaurant visits use a loyalty reward program, both earning and redeeming points. Breakfast and morning snack times are the most frequent visits for loyalty points and reward redemption.

“Last year, deal traffic was flat as rising costs deterred operators from offering deals, and the deals offered weren’t a value from a consumer perspective,” according to David Portalatin, Circana food industry advisor. “Although inflation is now moderating, food prices are up 7% from a year ago, and consumers are looking for deals that will offset higher prices. Operators are using deals to drive more traffic.”