Industry News | May 10, 2011

Menchie's Gives Smiles to Customers

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Menchie’s, the nation’s fastest growing self-serve frozen yogurt chain with more than 70 stores coast to coast and plans to open more than 100 stores in the next six months, announced the launch of mySmileage, an innovative loyalty and email marketing platform tailored to meet the growing affinity Menchie’s commands from its cult-like following nationwide.

Offering simple online signup at menchies.com, through Facebook and Twitter, as well as in-store with as little information as a mobile phone number, mySmileage puts a unique spin on traditional frequent flier programs that airline companies offer consumers.

“This is the beginning of a whole new world for Menchie’s rapidly growing fan base. Their loyalty is second to none and they’ve told us time and time again that they can’t get enough Menchie’s. mySmileage provides them access to Menchie’s fun-loving spirit and vibe anytime they want,” says Amit Kleinberger, CEO of Menchie’s global headquarters.

mySmileage gives our customers a way to interact with our brand in a way that they simply can’t do with any other company,” Kleinberger says. “Special rewards are tailored to their preferences and our online platform lets customers immerse themselves in a Menchie’s world filled with unexpected surprises.”

Within its first week, Menchie’s mySmileage program has registered more than 40,000 cardholders across all of its 72 nationwide stores. In addition, Menchie’s has already spread more than 328,500 “Smiles” (or rewards) to its customers and plans to celebrate one million cardholders by the end of the year, making it one of the most successful rewards programs in the QSR industry.

With an undeniable stronghold on the frozen yogurt segment as the destination for families, Menchie’s mySmileage reflects the brand’s commitment to the kid in all of us. Mirroring the brand’s loveable characters led by Menchie and his friends, and echoing the in-store environment complete with a collection of options to help keep kids engaged such as an oversized chalkboard, mySmileage will create an environment of interactive games and activities that have been created to capture the imagination. Members will be able to meet and engage with Menchie and his friends who will be introduced through mySmileage in a newly created online environment.

mySmileage has been designed to let our customers live out their love for Menchie’s. It hits home with our customers in way that advances our mission to ‘make you smile’,” Kleinberger says. “Menchie’s fans will be able to connect with the brand because we’re offering them something they value.”

Members of the mySmileage program earn one “Smile” for every dollar spent in stores. Each time a customer earns 50 “Smiles,” Menchie’s automatically loads $5 in Menchie’s money onto their mySmileage card. Customers can pick up their mySmileage cards at Menchie’s stores, receiving both a plastic wallet card and key chain card presented in a “Passport” with an explanation of the program. At the time of payment, customers can present their card or provide the cell number they registered with to earn points.

The unique Menchie’s in-store experience allows customers to help themselves to an unlimited mix of yogurt and toppings with more than 100 rotating yogurt flavors, from cake batter and pomegranate tart to chocolate silk and vanilla snow, and more than 70 rotating toppings including fresh fruits, granolas, nuts, an assortment of candies, and hot fudges.

Menchie’s uses the highest-quality frozen yogurt at all of its locations globally, made exclusively through its own private label. Furthermore, Menchie’s frozen yogurt contains live and active cultures and has received the Live and Active Culture (LAC) seal indicating its endorsement by the National Yogurt Association.