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Krispy Kreme launches mobile rewards program

Krispy Kreme Doughnuts Inc. announced it is nearly complete with the nationwide rollout of its Krispy Kreme Rewards mobile app. Earlier this year, Krispy Kreme worked with NCR Corp., a manufacturer of consumer transaction technologies, to build and deploy the Krispy Kreme Rewards app on the NCR Engage Mobile platform, according to a company press release.

Krispy Kreme customers can use the app to find and mark their favorite location, receive notifications when the Krispy Kreme "Hot Now" light is on, and earn rewards with each visit. Krispy Kreme has been rolling out this solution across the United States over the past few months and it should be available in all U.S. markets by the end of the year.

"Our goal in developing the Krispy Kreme Rewards program was to enable guests to experience the joy that is Krispy Kreme and earn rewards for their loyalty," said Tony Thompson, Krispy Kreme's president and CEO. "It is critical for us to know our guests more personally and our mobile app provides the data that helps us meet the needs of today's consumer."

The combination of the NCR Aloha point-of-sale and NCR Engage Mobile enables restaurant operators, like Krispy Kreme, to extend ordering, payment, loyalty and feedback capabilities directly into the hands of consumers. By downloading the app and registering for the Krispy Kreme Rewards program, guests will earn points for every dollar spent with Krispy Kreme that can be used toward donuts and coffee, the release stated. They also will be eligible for other exclusive offers and promotions and a special treat for their birthday. Krispy Kreme rewards its members with a variety of ways to pay and earn points, including the app’s stored-value function, cash, credit/debit card or gift card.

"Restaurants that don't proactively embrace omnichannel consumer engagement may find themselves 'locked out' in an increasingly competitive battle for consumer mindshare," said Paul Langenbahn, president of NCR Hospitality. "NCR understands the entire restaurant ecosystem needed to enable a frictionless consumer engagement experience, and we were happy to work with Krispy Kreme and help them deliver on their unique consumer engagement vision."

Customers can download the Krispy Kreme Rewards App free from the iTunes app store or Google Play. New features will be added to the rewards app, including the ability to give other members points.

Topics: Food & Beverage, Loyalty Programs, Marketing / Branding / Promotion, Online / Mobile / Social, Systems / Technology

Companies: NCR Corporation

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