Punchh, a brand-centric mobile customer relationship management platform for restaurants, was tapped by Roy Rogers Restaurants to create a mobile loyalty app and CRM platform for the chain. Scheduled to debut this fall at its 22 corporate locations, the restaurant brand aims to engage guests with a new frequency-based loyalty program that will further drive brand awareness through word of mouth over social media and acquire new customers through referrals.

Roy Rogers will use Punchh’s cloud-based, POS-integrated mobile CRM platform to engage guests on their mobile devices and, in turn, have them share the Roys experience with their social media followers to bring additional awareness to the brand’s “Big Three” hallmarks: burgers, roast beef, and fried chicken. With the new app, Roy Rogers plans to encourage dedicated fan to visit more often by offering rewards, sending special promotions, and even allowing guests to provide real-time feedback using the app. The Punchh platform will give Roy Rogers a complete picture of their guests including who they are, what orders they are placing, which of their friends they are referring to their restaurants, reviews posted, survey responses, and which offers they are redeeming. Through Punchh’s segmentation capability, Roy Rogers will be able to personalize promotions to each fan and target marketing messages individually depending on established preferences, background information and social media activity.

“Using the mobile app, Roy Rogers can directly engage guests on their smartphones,” says Jitendra Gupta, founder and CEO of Punchh. “For today’s customers, mobile customer engagement coupled with targeted 1–1 offers and rewards for referrals are crucial to building loyalty and fostering new devotees.”

“Roy Rogers is excited about our partnership with Punchh,” says Carrie Isabell, director of marketing at Roy Rogers Restaurants.  “With an irrefutable track record of successfully building and launching branded mobile apps, we have no doubt that Punchh will design a great loyalty platform for our brand and cannot wait to share the final result with our guests.”