Dive Brief:
- Smokey Bones launched its revamped Bones Club loyalty program Friday, the company said in a press release. Current rewards members will automatically be updated to the new program.
- The program offers a $5 reward and 50 Bones Club points upon signup and five points for every dollar spent. Previously, the program offered rewards at a rate of one point for every dollar spent.
- Other full-service chains, including Cracker Barrel, Cheesecake Factory and Denny’s, have launched or revamped existing programs to boost frequency and sales.
Dive Insight:
Smokey Bones’ rewards program offers a more generous reward for signing up — it previously offered $10 off a purchase of $25 — as the current $5 reward appears to have no purchase minimum. Exclusive access to secret menus, exclusive events and other perks are new to the program as well.
CMO Cole Robillard said the new program offers more customization and is “better in tune with our guests’ desires.” The only major difference is that customers have less time to redeem rewards. Previously, customers had over a year to convert points to rewards and now points expire after 180 days of inactivity, according to the current program’s FAQs.
Fat Brands acquired the brand for $30 million last September. The company plans to grow the concept through Fat’s franchising model and use refranchising to help build the barbecue chain back up to 120 units it once had, Fat’s executive chairman Andy Weiderhorn said during the company’s October earnings call. Fat also plans to convert 30 to 40 units to Twin Peaks.
The chain currently has 61 units across 16 states. Some existing franchisees have already expressed interest in adding Smokey Bones to their portfolios, especially with the chain boasting the second-highest AUVs in Fat’s portfolio, Wiederhorn said.
