News

Mister Donut plans mobile loyalty program rollout after successful pilot

October 22, 2014

El Salvador franchise Mister Donut is testing a mobile loyalty pilot program with Mozido.

Mister Donut initially rolled out the mobile loyalty initiative, Orange World, with Mozido to seven of its restaurants in order to gain better insight into their customers' behavior and encourage repeat business. According to a news release, with key insights, such as the frequency of restaurant visits, peak visit times and days, payment methods, actual dollar amount spent per customer, and table and order sizes, Mozido was able to create a tailored mobile loyalty solution for the 32-unit brand.

Mister Donut plans to roll out the program to all of its restaurants by January. It will:

• Replace the punch card program;
• Include a customer segmentation process, so Mister Donut can group customers according to preferences and habits;
• Influence marketing opportunities;
• Incentivize upselling opportunities;
• Adopt a mobile POS interface.

"With El Salvador's 124-percent mobile adoption rate, our mobile loyalty program is a natural fit for our customer base, and will allow us to increase customer engagement and loyalty across our entire brand," Chairman Adolfo Salume said in the release. "To increase the positive impact our mobile loyalty program has on our most loyal customers, we educated our staff to become experts with the app, and they in turn serve as the app's ambassadors, teaching our guests how to leverage the mobile loyalty app to their benefit."

The company said more than 3,200 customers were live on the program after the first 30 days, and that it was acquiring customers at an average accrual rate of 500-plus per week.