Jimmy John's expands loyalty rewards program nationwide

Brief:

Jimmy John's expanded its Freaky Fast Rewards program nationwide after a six-month test, showcasing its mobile app to help members track their rewards and make payments, according to an announcement shared with Mobile Marketer.
The app has one-tap technology to make in-store payments through Google Pay and Apple Pay, while members can also place delivery orders through the brand's website. The chain is offering a free 8-inch sandwich to new members of Freaky Fast Rewards after their first order.
More than 1.8 million people have signed up for the program since Jimmy John's started the test in March and gradually expanded to select markets. Loyalty members redeemed more than 1.7 million rewards during the pilot program, including almost 270,000 free birthday sandwiches and more than 100,000 free sides on Cyber Monday. The chain also handed out 50,000 free Little John sandwiches to rewards members after introducing the snack-sized sandwich in October, per the announcement.

Insight:

With digital wallets becoming more popular among smartphone users, Jimmy John's is working to reach tech-savvy consumers who are growing increasingly comfortable using their mobile devices for contactless payments and other transactions.

The chain's mobile-based rewards program frees customers from the burden of holding another plastic card, while helping them track their points. By letting customers see their progress toward their next reward, Jimmy John's is attempting to gamify the experience of belonging to Freaky Fast Rewards and drive repeat visits and online orders through its mobile app and website.

Jimmy John's rewards program is another sign of the company's expanded use of mobile-related marketing platforms that appeal to a younger generation. In October, the chain launched a multichannel campaign for a new sandwich with a promotion that included its first nationwide augmented reality (AR) Snapchat. The AR game gave Snapchat users 30 seconds to catch as many falling virtual sandwiches as they can in their mouths, which are digitally shrunk, making the game more challenging.

Jimmy John's early metrics for Freaky Fast Rewards are a sign that customers are responding positively to the program. Loyalty rewards are especially popular among tech-savvy consumers, who are more likely than the general population to belong to a broader range of loyalty programs, per a survey by payments consulting firm Mercator Advisory Group.

More than half (54%) of "tech forward" consumers belong to a fast-food loyalty program, compared with 32% of average consumers, the survey found. Chipotle Mexican Grill, Dave & Buster's, Dunkin', 7-Eleven and Starbucks are among the brands in the restaurant category that have mobile-based rewards programs.