Wingstop Reaches New Digital Heights with Launch of Loyalty Platform
Wingstop has taken a major step in its digital evolution by launching its loyalty program. The fast-casual restaurant is set to pilot the program in Q4 and launch it systemwide in 2026. “We believe our loyalty program will be distinctive in the industry because we’re not taking the typical transactional approach within our design,” said CEO Michael Skipworth. “The level of insights we have with our guests today plays a big role in informing the executional elements of a loyalty program.”
Wingstop has made significant investments in its technological capabilities in recent years. Earlier this year, the brand unveiled Wingstop Smart Kitchen, a new operating platform designed to enhance back-of-house performance. The system includes AI-powered demand forecasting that streamlines employees’ roles, boosts efficiency, improves order accuracy, and cuts wait times. It also features a gamified visual kitchen display and a customer-facing screen for real-time order tracking and pickup notifications. By the end of Q1, the Wingstop Smart kitchen had been implemented in over 200 locations, with full deployment targeted by year-end.
Wingstop also invested in its database two years ago to enhance customer profiling, leading to a new CRM platform that enables large-scale use of first-party data and personalized experiences. This was followed by the launch of MyWingstop, its digital ordering and engagement platform. Now, with a database of over 50 million users, Wingstop is using guest behavior insights and hyper-personalization strategies to drive its upcoming loyalty program.
Learn more here: Wingstop's Digital Evolution Hits New Milestone with Loyalty Program Launch - QSR Magazine
7-Eleven Introduces Improved Gold Pass Program
7-Eleven has introduced an enhanced subscription service called the Gold Pass, which builds off the original delivery-focused program with more benefits for members. These perks are available both in-store and through the 7-Eleven and 7NOW apps.
For a monthly fee of $9.95 or an annual payment of $95, members will receive several benefits, including seven free drinks per month, a five-cent-per-gallon discount on fuel purchases, and access to exclusive in-store deals. Additionally, members will be able to continue to enjoy free delivery on eligible orders and 10% cashback on deliveries and pickups. A 30-day free trial is available for new subscribers, and students will receive a discounted rate of $5.95 per month or $55 annually.
This initiative aligns with 7-Eleven’s broader strategy to enhance customer satisfaction and maintain competitiveness in the retail market. Under the leadership of CEO, Stephan Hayes Dacus, the company is focusing on aggressive growth and innovation. The Gold Pass is part of this strategy, aiming to increase customer engagement and loyalty by offering tangible savings and exclusive benefits.
Learn more here: 7-Eleven Launches New Subscription Tier for Loyalty Members - CStore Decisions
Target Implements Right-Size Strategy for Checkout Experience
After the rollout of Express Self-Checkout in March 2024, Target is reporting positive feedback from customers and noticeable improvements in the checkout experience. The new service, which limits purchases to 10 items or fewer, is now available at 2,000 stores. According to the company, it has led to a nearly 8% improvement in total transaction times and boosted the Net Promoter Score for checkout by five points, indicating a higher level of customer satisfaction.
Despite its focus on speed and convenience through automation, Target has also expanded its traditional checkout lanes. The company observed that more guests are still opting to interact with team members at staffed registers, signaling that many customers value personal service. Adrienne Costanzo, Target’s EVP and chief stores officer, emphasized that the goal is to provide a flexible, guest-focused experience – whether customers want to use the Express Self-Checkout, interact with staff, or opt for Drive Up service.
Beyond checkout innovations, Target is pursuing broader strategic initiatives aimed at long-term growth. These include trend-forward and affordable products, improving supply chain and fulfillment operations, and expanding its Target Circle loyalty program. These efforts are part of a broader strategy to generate over $15 billion in sales by 2030.
Learn more here: How Target is Right-Sizing Its Checkout Experience | Progressive Grocer