Del Taco on Thursday introduced its new loyalty program, called “Del Yeah Rewards,” as the Mexican fast-food chain becomes the latest to push for more one-to-one marketing and consumer insights.
The Lake Forest, Calif.-based chain’s app features four tiers that unlock offers and people who join will receive an offer for two free tacos.
The rewards program enables customers to earn free food. Del Taco calls its tiers Queso, Scorcho, Inferno and Epic, each of which feature special rewards, challenges, badges, exclusive events and “surprise and delights.”
Members of all tiers get a birthday reward and free coffee before 11 a.m.
“As with any relationship, the more you put into it, the more you get out,” Erin Levzow, Del Taco’s vice president of marketing and technology, said in a statement.
Loyalty programs are increasingly becoming table stakes in the fast-food world as chains’ push for a more direct relationship with their mobile customers—and the data that such a relationship can provide.
Numerous chains have introduced loyalty programs this year, including big ones like McDonald’s and Burger King, as well as Jack in the Box, Dutch Bros and many others.
Del Taco, which operates 600 locations in 16 states, created its program with Cheetah Digital. The company said that it should be able to get more data from customers on how they use its restaurants and when—as well as the ability to send them unique messages and offers to encourage more restaurant use.