There’s something undeniably exciting about a brand that challenges the norm. In an age where every company is pushing customers to download yet another app, Portillo’s has taken a completely different approach. Instead of cluttering phones with an additional icon people won’t use, they’ve integrated their restaurant rewards program directly into digital wallets. No app. No passwords. Just seamless, personalized rewards delivered straight to your phone.
And guess what? It’s working.
Portillo’s isn’t just launching another loyalty program—they’re rewriting the entire playbook. This isn’t just a smart move for their company, it’s a playbook for other brands who want to build genuine connections with their customers without bombarding them with another app they’ll forget about after the first reward.
Let’s dive into why Portillo’s ditched the app, how it’s paying off, and what other restaurant brands can learn from their innovative approach.
Rethinking Restaurant Rewards Programs: Why Portillo’s Ditching the App Was Genius
For years, restaurant rewards programs have followed the same tired formula: download the app, create an account, scan your purchases, earn points, and redeem for discounts. The concept sounds good in theory, but in reality? Most people forget about the app after the first reward.
Portillo’s looked at the landscape and identified the issue: app fatigue is real. Consumers don’t want to download an app for every restaurant they visit, and let’s face it, no one needs another password to remember. Searching for a QR code or scrolling through an app just to place an order? It’s a hassle.
So instead of forcing customers to download an app they didn’t want, Portillo’s made it simple. Their restaurant rewards program is embedded right into digital wallets—the same place where we store boarding passes, concert tickets, and credit cards.
There are no extra steps. No friction. Just effortless rewards delivered to customers in a place they already use. The result? Customers are more engaged, and Portillo’s benefits from the simplicity of it all.
How Portillo’s Loyalty Program is Winning (And What It Means for the Industry)
Portillo’s didn’t just remove barriers—they completely reinvented engagement. Instead of forcing customers to track their points, they’ve created a more personalized, tailored experience.
Here’s how they did it:
- No points, only badges: Rather than earning static points, customers unlock badges based on their visits, making the process feel more interactive and rewarding.
- Surprise and delight: Forget waiting for that one-time reward. Customers receive unexpected perks and rewards that are tailored to their individual habits.
- Dynamic rewards: Instead of sticking to the same offers for everyone, rewards shift based on customer behavior and even market conditions. In slower markets, rewards might focus on increasing visits, while in more established markets, they might emphasize awareness and trials.
This model is data-driven, personalized, and adaptive—a major leap forward from most static restaurant rewards programs that fail to keep customers engaged.
What Other Brands Can Learn From Portillo’s Game-Changing Loyalty Strategy
Portillo’s marketing strategy is more than just clever marketing; it’s a wake-up call to all the companies still clinging to outdated loyalty models. Here’s what other restaurant chains and entrepreneurs can take away from their success:
Loyalty should be effortless
Let’s face it—most people won’t bother jumping through hoops for a couple of bucks. Making the rewards process easy is key. By eliminating the friction points and keeping registration simple, Portillo’s ensures their loyalty program works without a hitch.
Personalization is king
Customers are individuals, not faceless numbers. Your rewards program should reflect that. Instead of offering one-size-fits-all discounts, Portillo’s uses customer behavior to tailor rewards, making each offer feel more meaningful. If your program isn’t doing this, it’s time for an overhaul.
Flexibility over fixed points systems
Portillo’s rewards system is dynamic, adaptable, and able to change based on the customer’s location and habits. This flexibility allows them to drive sales when and where they need it most, something that rigid point systems simply can’t do.
Not every brand needs an app
This one’s tough for some companies to accept, but here’s the reality: forcing your customers to download an app they’ll never use is a waste. If your audience doesn’t truly need a dedicated app, consider integrating your restaurant rewards program into a digital wallet. It’s quicker, easier, and—crucially—something customers are already familiar with.
Restaurant Rewards Programs Are Evolving—Are You Keeping Up?
Portillo’s has just shown us something massive: Restaurant rewards programs don’t need to be complicated to work effectively. Their sleek, modern approach eliminates cumbersome point systems and embraces personalized, app-free loyalty.
So, how many other brands will follow their lead? If you’re a restaurant owner or marketer, it might be time to rethink how you engage your customers. A loyalty program that’s easy, adaptable, and rewarding isn’t just better for customers—it’s better for business too.
FAQ’s
- Do restaurant rewards programs really work?
Absolutely—when done right! Customers love rewards, but only if they’re easy to use and worth their time. If your program is too complicated, it’s likely to fall flat.
- What makes a good restaurant rewards program?
Simplicity, personalization, and actual perks. No one wants to jump through hoops for a free side of fries—they want something quick, meaningful, and easy to access.
- Should every restaurant have a loyalty program?
Not necessarily. If you’re considering creating one, make sure it adds value. If it’s just another forgettable app or points system, it might be best to skip it. If it’s effortless and valuable, then absolutely—go for it!