How were these updates (and other upgrades) designed to encourage downloads? And why do you think this resonated so much with customers? Our goal is to make enjoying Zaxby’s convenient for our guests, which includes order ahead, curbside pickup or delivery. The app redesign focused on making it easy to navigate the menu and on frictionless ordering. We use targeted offers strategically and will not discount our way to growth. But the offer is just a way to introduce a new digital experience. The Big Zax Snak is our best-selling meal and an attractive incentive to download or update the new app. We wanted to demonstrate our appreciation for loyal guests. Apptopia points to offering a free Big Zax Snak meal with every download or update, and the ability to order ahead, pickup in-store, or curbside. Talk about how the structure itself played into the growth. It gives our team a lot of satisfaction knowing that guests are embracing the program we worked so hard to build. A sustainable loyalty strategy starts with acquiring new users but thrives when you maintain engagement over time. The adoption is great, but most importantly, it’s exceeding our guests’ expectations. We listened to their input while designing the Zax Rewardz program and prioritized the features that improve their experience. Our primary goal was to reward our most loyal Zaxby’s guests. Did you have a feeling the platform would trigger this kind of response? Apptopia really credits the boom to the company’s new, mobile-focused loyalty program, Zax Rewards. Per Apptopia research, we’re talking 317 percent growth. So, firstly, congrats on what’s clearly been a banner year for Zaxby’s app. QSR caught up with Patrick Schwing, chief marketing and strategy officer for Zaxby’s, to discuss what’s made the program so successful and how the brand plans to follow up the engagement with even more innovation. Zaxby’s honored the recognition on Tuesday by launching a deal-customers get free delivery with orders of $35 or more from December 26 through the end of the month. About a month earlier, the app updated with these features. This was officially announced on October 11 along with the ability to order ahead, pickup in-store, or curbside. To incentivize customers to join Zax Rewardz, the chain has been offering a free Big Zax Snak Meal with every new download or update of the existing app. Apptopia credited the surge to the launch of its rewards program. That bests Jersey Mike’s (176 percent), CAVA (130 percent), Panera Bread (39.5 percent), and Whataburger (39.3 percent). According to Apptopia, the brand has been the sector’s fastest-growing app throughout 2021, at 317 percent ( based on growth of user sessions ). One thing growing alongside sales is Zaxby’s digital footprint. At the time, the move-the brand’s first external CEO-cofounder Zach McLeroy said, was intended to “capitalize on the enormous opportunities available to Zaxby’s.” The chain sold a “significant” stake to Goldman Sachs in fall 2020 and hired former El Pollo Loco CEO Bernard Acoca as CEO the following October. Change has arrived at a rapid clip for Zaxby’s in recent calendars.
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