Culver’s finally has a loyalty program.
The burger chain on Monday unveiled Delicious Rewards, its first-ever loyalty program, allowing customers to earn rewards when they order online, in the Culver’s app or at one of its more than 1,000 restaurants.
Wisconsin-based Culver’s was one of the few large limited-service burger chains to not offer a rewards program, along with In-N-Out and Five Guys. It now joins a wave of restaurant brands launching or updating their loyalty programs in recent years.
"I know, I know – we're a tad late to the game on this one!" said Julie Fussner, Culver's CEO, in a statement. "But we built our program from the ground up so we could be sure it rewarded guests with the things they truly crave.”
Members of Delicious Rewards will earn 10 points for every $1 they spend at Culver’s. They can then redeem those points for free food, such as fries or a custard scoop (500 points), a burger or cheese curds (750 points) and a Concrete Mixer or chicken tenders (1,000 points).
They’ll also get surprise offers throughout the year based on past purchases, free treats on their birthday and half-birthday, and 25% off their first order when they sign up.
Loyalty programs have become popular at restaurant chains as brands look for ways to get customers to visit more often. Not only do the programs provide incentives for frequent customers, but they also supply the restaurant with valuable data on their behavior.
Delicious Rewards will give Culver’s a new way to interact and engage with customers. But it has been doing quite well without a loyalty program. Systemwide sales rose more than 15% in 2024, and unit count increased about 6%, according to Technomic data. That made it the fourth fastest-growing QSR burger chain in the country by sales, and No. 1 among the top 10 burger chains.
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