Lettuce Entertain You switches to mobile loyalty with Paytronix

Chicago - Restaurant group Lettuce Entertain You Enterprises (LEYE) has moved its 25-year-old loyalty program to the Paytronix Rewards platform. LEYE opted to switch because Paytronix offers mobile and data analytics capabilities to support its transition from a card-based to a mobile-based loyalty program.



LEYE currently owns, licenses or manages more than 90 restaurants under a wide variety of banners in Illinois, California, Arizona, Maryland, Virginia, Minnesota, Nevada and Washington, D.C. Consequently, the LEYE frequent diner club loyalty program must accommodate a business model that includes a variety of check values, as well as high- and low-frequency visit patterns.



With 18% of all spend coming from its Frequent Diner Club, LEYE considers loyalty to be strategically important to the success of its business. Its Frequent Diner Club is a three-tiered program that offers both bankable points and automatic rewards. At year’s end, each member is evaluated and either moved up or down a level based on dollars spent.



While the move to the Paytronix Rewards platform will be seamless to its guests, LEYE expects to benefit from the move by having a partner that offers a specific focus on loyalty, API-accessible mobile capabilities and business analytics that can drill down to the customer level.



“Because the LEYE loyalty program is so crucial to the success of our business, it’s important to innovate, add new features and make it simpler for our guests to use,” said Jennifer Bell, director of marketing, Lettuce Entertain You. “Paytronix makes it easier to integrate with other departments, get a 360-degree view of our customers, and reach out to those who are not LEYE guests.”