Auntie Anne’s recently announced the launch of a robust loyalty program. Currently one of the few primarily mall-based quick-service brands in the loyalty space, Auntie Anne’s partnered with MICROS Systems Inc. and mobile app development company Qubop Inc. to introduce “My Pretzel Perks” mobile loyalty app.

Auntie Anne’s new app is available in 80 percent of its more than 1,000 U.S. store locations, with plans to complete the remaining participating stores’ installations by the end of August. This new mobile loyalty app works as a rewards system, allocating points for each visit and every dollar spent. There are three tier levels that can be attained based on the number of points a guest earns: Pretzel Fan, Pretzel Lover, and Pretzel Perfect. Rewards are awarded to guests with every 300 points that are earned, as well as when each individual tier is achieved, and range from special discounts and offers to free products, souvenir cups, and t-shirts. In addition, the app contains helpful features, including a listing of menu items and a store locator.

“At Auntie Anne’s, we’re always looking for ways to improve the guest experience,” says Heather Neary, Auntie Anne’s chief marketing officer. “Our new loyalty program was carefully developed specifically to cater to our loyal guests—rewarding them for their patronage and encouraging repeat visits. Our goal is to provide value to our guests any way that we can.”

The launch of this mobile loyalty app also enables Auntie Anne’s to evolve beyond the transaction at its counters. The new app will allow the company to better track customer redemption of coupons, make unique offers based on customer behavior, and help achieve increased sales through greater customer frequency.

The “My Pretzel Perks” mobile loyalty app is available for download free of charge on iOS and Android devices via the App Store or Google Play Store. Upon downloading, users will need to sign up for the program. This will activate a new account and send the first reward to the app within 24 hours—a coupon for a free Pretzel item.

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