The national rollout of Cava’s long-awaited new-and-improved loyalty program is scheduled for the week of Oct. 7, and the chain is hoping to get fans’ attention with a new steak bowl and Garlic Ranch-flavored pita chips as a limited-time offer.
CEO Brett Schulman said earlier this year that tests of the new loyalty program drove frequency and increased loyalty revenue, so the reimagined program was rolled out sooner than initially projected.
The tests were conducted first in Houston, starting in December, and then expanded to the Carolinas this year. The previous loyalty program was more of an earn-points-for-every-dollar-spent model, and existing members will be automatically rolled into the new one.
Under the new program, guests can earn and bank points toward a more-personalized menu of reward options. The initial rewards “catalog” will be a first phase of a multi-phase rollout that will be built on in coming months and years, Schulman said.
“We expect this project to significantly grow first-party data, help us create more frequent, relevant experiences that drive traffic, mix and check, and share our Mediterranean warmth and hospitality across platforms and occasions in ways that resonate with guests on a personal level,” Schulman said in August, when reporting industry-busting second-quarter results, with traffic up 9.5%.
The loyalty program, for example, will promote new menu items and offer surprise gifts. It seems likely such gifts might include the Garlic Ranch pita chips, which add onion, garlic and paprika to the proprietary herb mix that already flavors the hugely popular side offering. (Here’s one TikToker who used them as nail extenders.) It’s the first time the chain has played with the pita chip recipe.
“Our classic pita chips have a fervent following, so we wanted to give guests something new to crave and grounded in our Mediterranean roots,” said Ted Xenohristos, Cava’s co-founder and chief concept officer. “Customers love engaging with our pita chips on Cava’s social media channels, and we can’t wait to see how they creatively show off our Garlic Ranch flavor in their original content.”
The new Steak + Harissa bowl takes advantage of the new steak offering added to the menu in June. It features the grilled steak on a base of SplendidGreens and brown rice, topped with Crazy Feta sauce, red pepper hummus, cabbage slaw, Persian cucumbers, tomatoes and onions with crumbled feta and a Hot Harissa Vinaigrette dressing.
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