Casual dining operator Parched Hospitality Group rolls out rewards app
The owner of four casual dining brands is launching a new mobile membership program.
Parched Hospitality Group, which operates nine Australian culture-inspired restaurants in New York and Florida under the Daintree, Hole in the Wall, Isla & Co, and Wallflower banners is debuting "Parched Locals," a new rewards program and mobile app across all four of its brands.
Customers can sign up for membership with any store in the Parched portfolio to get rewards and bonus perks across all the brands. Parched is leveraging customer engagement technology from Paytronix.
"We’ve got such a fantastic group of loyal customers, we wanted to give back to them and make sure they feel as much a part of our family as we feel about them," said Tom Rowse, chief strategy officer, Parched. "The Parched Locals program and mobile app will help expand and grow our family while thanking them. Paytronix brings so many ways to surprise and reward customers, engaging with them through a program that’s true to each brand’s unique needs and style."
The mobile app is designed to be a "one-stop shop" for all Parched venues where customers can reserve a table, review the menu, manage their account and earn/redeem rewards. App users can also order online with app-exclusive pricing just for members.
Members earn points for every purchase they make and also gain first access to special offers and limited-time rewards. Frequent customers can move up tiers in the program to unlock additional perks and extra rewards. Customers can sign up online or at any local Parched location during checkout.
Parched deployed the full Paytronix customer engagement platform, which also provides tools for online ordering, rewards, email/messaging/SMS and marketing, and gift card solutions. Paytronix integrated directly with the Toast POS system used by Parched and supported specialized integration needs such as direct integration of QR code payments from the Sunday app.
By downloading the Parched mobile app new members will automatically get a free cocktail, coffee or fries for signing up.
"Parched designed their digital brand intentionally to ensure guests feel at home and experience Australian hospitality however they engage, across the Parched brands," said Andrea Mulligan, chief customer officer, Paytronix. "The customer experience has been at the center of the brand since its conceptualization. Parched is giving back to its regular customers and making it convenient for people to engage with them whether in person or remotely."
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Parched Hospitality Group (PHG) began in 2014 with the opening of a boutique New York City coffee shop, Hole in the Wall. Today, PHG's portfolio includes establishments such as Hole in the Wall, Isla & Co., Daintree, and Wallflower, each venue offering unique dining experiences. Parched operates nine restaurants across New York and Florida as well as a direct-to-consumer coffee brand
