True Food Kitchen has announced the launch of True Insider, the restaurant’s first loyalty program. The program comes with a custom-branded app. True Insider is designed to be a personalized and customizable brand engagement program serving up unique rewards and exclusive experiences. The app will integrate directly with the restaurant’s digital ordering platform, enabling guests to order and pay online, make reservations, manage their accounts, and earn and redeem rewards at any of True Food Kitchen’s 27 locations nationwide.
“True Insider is more than a loyalty platform,” says CEO Christine Barone. “It’s a brand engagement program that will enable True Food Kitchen to provide more personalized, customized, exclusive, and even unexpected perks that will make our brand more memorable for our loyal guests. The platform will also give rise to some rich data that will help us understand what motivates our guests on an individual level so that we can fine tune our offering and engage with each of them in a more personal and meaningful way.”
Structured as a tiered program based on annual spending, the program provides incentives to guests as they earn status in higher tiers. The introductory tier, Bronze, includes a welcome offer of $10 off a $25 purchase and can be redeemed online or in-store, as well as a free birthday dessert and invitations to special events like cocktail workshops, gardening classes, and nutrition seminars. Bronze also includes pre-registration to True Food’s popular seasonal four-course community dinners.
The program’s Silver and Gold Tiers, achieved after spending $500 and $1500 respectively, provide members with even richer rewards. These include preview tastings of seasonal menu changes, lifestyle merchandise from ShopTrueFoodKitchen.com, priority seating, and complimentary dishes and beverages. These tiers also reward guests with year-round surprise-and-delight offers and personalized experiences such as an intimate chef’s dinner for some of the brand’s most loyal guests.
Another key aspect of True Insider is customization. True Food Kitchen will take email marketing to a new level of personalization, using insights from guest preferences, individualized behavior, interests and past purchases to send targeted and personalized emails and offers. The company will also unify current email marketing with the loyalty program, the app, online ordering, and SMS messaging. The app will serve as the primary engagement tool for the program.
As a kick off to the loyalty program, True Food Kitchen will award one True Insider member with “True Food Kitchen for a Year” and Gold status in the True Insider program. The company will also award 100 of its True Insider members with $50 True Food Kitchen gift cards. Any individual who joins the True Insider program and registers a card through May 31, 2019 will automatically be entered to win. All new members will earn Bronze status in the program and will receive the $10 Welcome Offer.
True Food Kitchen unveils its True Insider loyalty program following the February launch of its custom online ordering experience. The online ordering site was designed to create a digital dining experience that mirrors the company’s in-store dining experience, enabling guests to select their preferred location, place an order for pickup or delivery, and modify dishes to meet their food preferences and allergies.