Dining establishments are welcoming a new type of customer by offering ultra-loyalty rewards and incentives that focus on the community.
Ben Leventhal, Resy’s co-founder, launched a loyalty program for NFT restaurants. Blackbird rewards restaurant regulars by giving them NFTs. This is a way to signal to restaurants that customers who have the digital asset are VIPs. Diners who want to achieve NFT status can track their visits to participating restaurants in New York City. Blackbird NFT owners can enjoy free desserts, meals, or coffee depending on which restaurant they visit, as well as access to exclusive events and the ability to make last-minute reservations directly with restaurant owners and hosts.
Leventhal said in an April Substack article that “Blackbird’s goal is to create meaningful connections between restaurants and customers.” He said that for the restaurant industry “to get loyalty right,” these programs must be organic and bespoke.
Sweetgreen is a popular salad and lunch spot that offers a loyalty program. It costs $10 per month. Sweetgreen+ is an upgrade to the Sweetpass loyalty program. It offers discounts on orders, a free delivery every month, access to early merchandise, and direct contact with support teams. Nathaniel Ru, the chief brand officer at Fast Company, said that Sweetgreen+ aims to reward loyalty versus discounts.
In recent months, the restaurant and dining industry has seen a number of loyalty pivots. Co-owned eateries have swept NYC and offer hard-working workers the opportunity to invest in their workplace as a new benefit. Hennessy NYC, Patron, and Flyfish NYC have all boosted loyalty with VIPs for high-profile, exclusive products, perks, and offers. The NFT component, which combines the traditional membership model with the NFT technology, created something new and innovative. It also changed the value proposition for our members,” Flyfish Club founder and CEO David Rodolitz told Wunderman Thompson Intelligence. They own the membership, rather than renting out a social event. They own their access.”
These new dining benefits offer restaurants the chance to build a tight-knit and super-loyal customer base. Patrons show a desire for good company, a sense of belonging, and NFTs.
