Restaurant brands continually seek innovative ways to boost customer loyalty beyond traditional discounts. Enter non-discount rewards — a powerful strategy leveraging experiential and exclusive perks to enhance customer engagement and brand affinity.

In our first Thanx Loyalty Lab, we’ll showcase how leading brands and Thanx merchants successfully deploy these strategies to create memorable and valued customer experiences. Discover how experiential rewards are transforming customer loyalty and driving brand success in today’s competitive landscape.

The Rewards Landscape: History of Loyalty Programs and Where We Stand Now

Loyalty programs have been a cornerstone of customer engagement strategies for over a century. The earliest example dates back to the late 18th century when American retailers distributed copper tokens for future purchases. This rudimentary form of loyalty reward was designed to encourage repeat business and foster customer loyalty—a concept that remains central to loyalty programs today.