Loyalty programs can be more than just a sales driver for restaurants. Auntie Anne’s and Cinnabon parent GoTo Foods leans on its members for new product ideas, reasoning that its most engaged guests will have the most informed opinions. “Your loyal fans will tell you exactly what they think. They’re not gonna hold back,” said former SVP of Supply Chain Annissa Mandel Chance during last year’s Restaurant Leadership Conference. “We’ve seen such great benefit from listening to them and then acting upon that.”