Technology
Long John Silver's releases app, loyalty program for 1st time
Long John Silver's has released an app and a loyalty program called the Seacret Society. Director of Marketing Jason Anthony explains the strategy to add the technological advancements to operations.
June 6, 2024 by Mandy Wolf Detwiler — Editor, Networld Media Group
Seafood QSR chain Long John Silver's, which has more than 500 locations across the U.S. in addition to restaurants in Indonesia, Singapore, Malaysia and Thailand, has unveiled a mobile app and its first ever loyalty program called the Seacret Society.
Available on the iOS App Store and Google Play, the app and loyalty program are designed to reflect the brand's commitment to modernizing the restaurant experience while staying true to its most loyal fan base.
"The introduction of the Long John Silver's mobile app and the Seacret Society loyalty program reflects our ongoing commitment to innovation and customer satisfaction," Nate Fowler, president at Long John Silver's, said in a press release announcing app and program. "We always seek opportunities to improve how our customers experience and connect with our brand. Through these initiatives, we aim to express our appreciation to our loyal patrons while embracing the digital age and evolving restaurant landscape."
QSRweb reached out to Jason Anthony, director of marketing for Long John Silver's, in an email interview to learn more about the app and why it was the right time for a loyalty program.
Q. Why was now the right time to launch an app and loyalty program?
A.We always strive to better connect with our customers and meet their needs. We are investing in modernizing the customer experience, and the app and loyalty program are key priorities for us.
We wanted to create a user experience that our customers would love. In designing the mobile app, we aimed to combine technology and tradition, modernizing the restaurant experience while staying true to our heritage of flavorful seafood. After significant time perfecting all the details, we are excited to share the app and loyalty program with our customers from coast to coast.
Looking ahead, we are committed to continued innovation, evolving our rewards program and mobile app to ensure we're providing the best experience possible.
Q.Can you elaborate on the exclusive offers members can expect through the Seacret Society loyalty program?
A.To celebrate the launch, members will receive a special welcome gift of one free preselected menu item to celebrate their initiation into the Long John Silver's Secret Society. For example, in the first few days of the loyalty program launch, over 3,500 guests enjoyed free fish sandwiches.
However, the rewards don't stop there. For every $1 spent on qualifying orders, members will earn four coins that can be redeemed for rewards like free food and discounts. Our Seacret Society crew will receive birthday treats, member-only specials, and exciting 'sea-prise' offers throughout the year. On Memorial Day weekend, members were treated to a free family-size order of fries with a $10 purchase or more.
Q. Are there any tier levels within the Seacret Society program, or is it a straightforward points system?
A.The Seacret Society is a reward program based on coins. Members earn four coins for every dollar spent, excluding taxes and tips.
Q. Will the mobile app allow for customization of orders, such as adding extra toppings or sauces?
A.The mobile app allows for some customization, similar to our online ordering system. For example, customers can include special instructions or comments when adding items to their order.
Q. For delivery orders placed through the app, will there be a minimum order amount required?
A.At this time, within the app, guests select to place their delivery order through third-party partners including DoorDash, Uber Eats and Grubhub. Minimum order requirements may vary depending on the partner.
Pick-up ordering is available through the Long John Silver's mobile app, with no minimum order amount required. We are excited to continue to evolve our mobile app and loyalty program, offering even more value to our customers.
Q.How long will it take to accrue enough "coins" for a free menu item through the Seacret Society program?
A. Members earn four coins for every $1 spent, and guests can redeem coins for menu items for as low as 75 coins. This program structure allows members to reap rewards quickly depending on how often they enjoy Long John Silver's.
Q. Does the app offer any features beyond ordering and loyalty program management, such as nutritional information or restaurant finder?
A. The app is an information hub for our customers, with information about Long John Silver's locations, menu items, and rewards. Guests can find their closest restaurant, see store orders, place an order for pick-up or delivery, and check calorie information. The rewards section tracks current offers and the member coin balance.
Q. How will you ensure the security of customer data collected through the app and loyalty program?
A.At Long John Silver's, we take the security of our customer's data very seriously. We use password-less authentication to verify users without requiring them to provide a password. Users log in using their phone number or email, and an access code is sent directly to them. Using passwordless authentication protects against many types of attacks because attackers have fewer opportunities to intercept and misuse credentials.
About Mandy Wolf Detwiler
Mandy Wolf Detwiler is the managing editor at Networld Media Group and the site editor for PizzaMarketplace.com and QSRweb.com. She has more than 20 years’ experience covering food, people and places.
An award-winning print journalist, Mandy brings more than 20 years’ experience to Networld Media Group. She has spent nearly two decades covering the pizza industry, from independent pizzerias to multi-unit chains and every size business in between. Mandy has been featured on the Food Network and has won numerous awards for her coverage of the restaurant industry. She has an insatiable appetite for learning, and can tell you where to find the best slices in the country after spending 15 years traveling and eating pizza for a living.
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