Chick-fil-A's A-List Program is an Invitation Only App
References: chick-fil-a-list
Chick-fil-A's A-List program subverts the typical logic of a loyalty program. While most loyalty programs are structured such that new consumers will purchase more if they are incentivized, Chick-fil-A's A-List is only available to the QSR's already loyal customers -- in fact, many people don't even know it exists.
While Chick-fil-A's A-List program might seem backward, it makes sense when considered as a VIP program as well as a loyalty program. The restaurant positions its A-List as an exclusive benefit, a mark of prestige for its most loyal customers. That status, coupled with the impressive benefits like free dining experiences and kitchen tours, make the A-List program worthwhile.
Once on the Chick-fil-A A-List, consumers get access to an app that notifies them about the goings on mentioned above. This connectivity makes the A-List more convenient for the initiated.
While Chick-fil-A's A-List program might seem backward, it makes sense when considered as a VIP program as well as a loyalty program. The restaurant positions its A-List as an exclusive benefit, a mark of prestige for its most loyal customers. That status, coupled with the impressive benefits like free dining experiences and kitchen tours, make the A-List program worthwhile.
Once on the Chick-fil-A A-List, consumers get access to an app that notifies them about the goings on mentioned above. This connectivity makes the A-List more convenient for the initiated.
Trend Themes
1. Exclusive Loyalty Programs - Brands can create a sense of exclusivity and status by offering loyalty programs that are invitation-only or exclusive to their most loyal customers.
2. Hidden Loyalty Program Apps - Brands can maximize the benefits of their loyalty programs by offering them through hidden or exclusive apps, like Chick-fil-A's A-List App.
3. Incentivized Loyalty Programs - Brands can still benefit from offering traditional incentivized loyalty programs to new customers and less frequent visitors.
Industry Implications
1. Quick Service Restaurants - QSRs like Chick-fil-A can offer innovative loyalty programs as a way to differentiate themselves from competitors and increase customer loyalty.
2. Retail - Retail brands can adopt exclusive loyalty programs to encourage repeat purchases and foster customer loyalty.
3. Travel and Hospitality - Travel and hospitality industries can create personalized loyalty programs that offer exclusive benefits to their most frequent customers.
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