News

Loyalty app launched for Hardee's, Carl's Jr.

November 10, 2010

CKE Restaurants, parent company of Hardees and Carl's Jr., has added a new mobile app to its loyalty program. This is the first quick-service mobile app that offers customers a chance to win food and prizes for checking in at their nearest restaurant.

According to huliq.com, the iPhone and Android apps will be launched at the end of this year and will integrate card-based loyalty programs with "game show frenzy."

Brad Haley, CKE's marketing exec VP told Advertising Age, "Loyalty programs have been around since the dawn of marketing," he said. "But the paper-based or plastic-card loyalty program is becoming somewhat obsolete. We're having an app on your phone that goes with you everywhere rather than a card you don't want to carry around in your wallet."

This new app has the potential to uniquely position Carl's Jr. and Hardees within the QSR industry, which remains somewhat reluctant to adopt high-incentive loyalty programs.

Pew Research has reported finding only 4 percent of adults use existing apps of this kind. However, Haley said the difference in use is based on age.

"Eight percent of online adults between 18 and 29 use location-based services, significantly more than other age groups," Haley said.