News

Auntie Anne’s rolls out mobile loyalty program

August 7, 2014

Auntie Anne's has partnered with MICROS Systems and mobile app development company Qubop Inc. to introduce the "My Pretzel Perks" mobile loyalty app.

According to a news release, Auntie Anne's new app is currently 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.

The mobile loyalty app works as a rewards system and allocates points for each visit and dollar spent. Customers can achieve three tier levels based on the number of points earned:

• Pretzel Fan
• Pretzel Lover
• Pretzel Perfect

Guests earn rewards for every 300 points and when each tier is reached. The rewards include discounts, free products, souvenir cups, t-shirts and more.

"At Auntie Anne's, we're always looking for ways to improve the guest experience," CMO Heather Neary said in the release. "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 company anticipates using the app to track consumer redemption of coupons, to make unique offers based on consumer behavior and to boost more frequency.

The ‘My Pretzel Perks' mobile loyalty app is currently available for download free of charge on iOS and Android devices at 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 – a coupon for a free pretzel item – to the app within 24 hours.

The app also contains Auntie Anne's menu and a store locator.