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Loyalty360 Reads: March 31 | Hilton Extends Loyalty Program Elite Status, Marlins Engage Fans With V




Loyalty Programs

Hilton Extends Honors Loyalty Program Elite Status for One Full Year
Hilton Hotels has become one of the first major players in the travel industry to extend its loyalty program elite status and benefits for one full year. In an email to Hilton Honors members last week, the Hilton shared that members with elite status expiring in March of 2020 would have their term extended for a full year, while those who have earned elite status through March of 2021 would have it extended to the same time in March of 2022. While Hilton Honors members can and will earn loyalty points and status through 2020, any confusion and mystery around losing status has been erased.

Marlins Turn to Virtual Opening Day Game to Engage Fans
Last week, the Marlins were supposed to be celebrating Opening Day along with the rest of Major League Baseball. However, as plans have changed, they brought the game into the homes of their fans by playing the Philadelphia Phillies virtually on “MLB The Show 20,” with the controllers handled by Miami shortstop Miguel Rojas and Philadelphia first baseman Rhys Hoskins. “It was something our social media team came up with a little more than a week ago,” Jason Latimer, the Marlins’ vice president of communications and broadcasting, said.

While the virtual substitute cannot replicate the excitement of Opening Day, the Marlins still wanted to take the opportunity to engage with loyal fans. The Marlins/Phillies match up drew roughly 10,329 viewers and 25,000 unique impressions on Marlins’ YouTube Channel, Latimer said. Of the viewers, 83 percent of them had not been subscribed to the Marlins’ YouTube account, which saw a 10 percent increase in subscribers to more than 5,930.
Corporate Social Responsibility

Yum Brands Gives $1,000 bonus to All Restaurant GMs, CEO to Forgo Salary for the Rest of 2020
On Monday, Yum Brands CEO David Gibbs shared that he would forgo his salary for the balance of 2020. The company will redirect Gibbs’ salary to one-time $1,000 bonuses to the company’s nearly 1,200 restaurant general managers at KFC, Pizza Hut, Taco Bell and The Habit Burger Grill “to acknowledge their efforts managing teams and business continuity affected by COVID-19.” Additionally, the salary will also be redirected to Yum Brands Foundation Global Employee Medical Relief Fund. The fund will “provide financial hardship grants to those directly impacted by COVID-19, including company and franchise restaurant employees with a COVID-19 diagnosis or who are caring for someone with a confirmed diagnosis, as well as other front-line workers and those facing food insecurity.”

Steak ‘n Shake Offering Discounted Meals for Essential Workers
In a way to thank the thousands of people selflessly working in jobs designated as “essential services” during the Coronavirus outbreak, Steak ‘n Shake is offering 20 percent off any Steakburger or fries until April 7 at restaurants across the United States. To receive the special offer, workers in industries such as healthcare, first responders, local government officials, bankers, transit workers, mail delivery services, and more just need to show a job I.D., such as a business card, badge or name tag. “These essential employees, including our own Steak ‘n Shake employees, are the backbone of America. These hard-working unsung heroes do their jobs day in and day out and keep our nation’s essential services going,” says Sardar Biglari, CEO of Steak ‘n Shake. “It is our honor and privilege to be able to recognize and reward them with our high-value, quality food at everyday low prices.”
Employee Focus

Amazon, Instacart Grocery Delivery Workers Strike for Coronavirus Protection and Pay
Amazon warehouse workers in Staten Island and Instacart's grocery delivery workers across the country plan to walk off their jobs this week. They are demanding stepped-up protection and pay as they continue to work while much of the country is asked to isolate as a safeguard against the Coronavirus. Online shopping and grocery home delivery are skyrocketing as many people are staying home, following orders and recommendations from the federal and local governments. Amazon and Instacart workers are looking for a variety of changes, including more access to sick time. Amazon workers want warehouses to be closed for longer cleanings with guaranteed pay, and Instacart workers are asking for disinfectant wipes, hand sanitizer, and better pay.


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