Red Lobster recently announced it is changing the My Red Lobster Rewards loyalty program with the aim of offering more benefits to members.
The My Red Lobster Rewards app is free and available for iOS or Android devices, and new members can sign up through the Red Lobster website or on a tabletop device in restaurants. Members earn one point for every $1 spent on purchases made in-restaurant, for to-go orders, and via delivery, and a choice of reward comes at every 125 points.
Perhaps the most significant change to the program centers around a three-tiered status level system. Those who only provide an email address will become Red tier members. For filling out a member profile, guests will reach Gold status, while those who earn 300 points per year will be in the Platinum tier.
Gold status member benefits include birthday rewards, special catch rewards, insider information, and bonus points throughout the year. Additional benefits for Platinum members include earning double points on to-go or delivery orders placed on RedLobster.com, early access to select promotions and unlimited free game play on in-restaurant tabletop devices.
“With these new, enhanced benefits to our My Red Lobster Rewards program, we are making satisfying your seafood cravings even more rewarding,” Lillian Murphy, Vice President, Customer Experience and Loyalty, Red Lobster, said in a company news release. “Members will be able to receive amazing benefits, the opportunity to earn free rewards with every purchase and unlock even more enticing extras as they move up through the reward tiers.”
Members can track points and redeem rewards through the My Red Lobster Rewards app, as well as add their name to the waitlist at their local Red Lobster restaurant and place to-go and delivery orders.
Red Lobster entered the loyalty program arena with My Red Lobster Rewards in October 2017. It marked the first mobile app for the company, which had a 4 million-member email club at the time. Red Lobster officials said then that the plan was to extend offers tailored to customer preferences to improve frequency and loyalty.
A little more than three months later, Paul Quinn, Senior Director of Integrated Guest Experience, Marketing and Communications for Red Lobster, told Loyalty360 the launch of the program looked to be a success. “We saw increased frequency of guests’ visits in the markets where we tested the app,” Quinn said in March 2018. “We’re still measuring results on a national scale, but we anticipate seeing a similar guest response.”
Headquartered in Orlando, Fla., Red Lobster has more than 700 restaurants in the United States and Canada, helping make it the largest seafood restaurant company.
Red Lobster follows several brands across industries that recently have changed loyalty programs in different ways, including GameStop, Starbucks, Tim Hortons, GIANT Food Stores, and more. As with these other program updates, it will be interesting to see if Red Lobster achieves the desired result of its revamped offering.