• by Teresa Buyikian , Yesterday

A major QSR player has launched its first loyalty program.

Culver’s new Delicious Rewards program begins to roll out this week at its 1,000 units. Delicious Rewards will give customers “points for every dollar they spend” as well as special offers only available to members inspired by data gathered from past purchases. The brand also cited using member preferences gleaned from the program to “serve them better when they visit.”

"I know, I know -- we're a tad late to the game on this one!" said Julie Fussner, Culver's CEO, in a press release. "But we built our program from the ground up so we could be sure it rewarded guests with the things they truly crave. Now that it's finally here, we're confident our guests are going to love it."

To sign up, customers can log onto the Culver’s app or website.The program gives members to ability to access their usual menu items, orders and restaurant locations within their account.

Customers will not only receive the typical loyalty program deals on their birthday, but also on their half birthdays. Points can be redeemed for free or discounted menu items, and the brand will add more features and benefits over the next year, such as giving customers the ability to provide “input on menu development and more personalized recommendations.”

The brand said it launched the program while “interest in loyalty programs is at an all-time high, with 78% of U.S. consumers saying they're more likely to visit a restaurant where they can earn rewards.”

The brand is promoting the Delicious Rewards program in-store and via its social media platforms.