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Snooze’s first loyalty program offers priority seating, other perks

Customers can earn points, or “jacks,” with every dollar spent and exchange them for a variety of rewards.
Snooze exterior
Photograph: Shutterstock

Snooze, an A.M. Eatery wanted its first-ever loyalty program to offer more than just free food.

That’s why members of the chain's MySnooze Bennyfits will also be eligible for some unique perks from the casual breakfast brand, including priority seating and the ability to get a deal on cocktails for the whole table.

“Our loyalty program is so much more than just discounts and free pancakes, although it has those, too,” said CMO Andrew Jaffe in a statement. “It offers guests the chance to enjoy exclusive, unique Snoozy experiences while seamlessly integrating with our Snooze app, digital wait list and pay-at-the-table technology.”

The 52-unit Denver-based chain is the latest to develop a rewards program as restaurants seek to attract and keep loyal guests. The programs give customers a reason to visit more often, while restaurants get access to valuable guest data that they can use to fine-tune their marketing. 

MySnooze Bennyfits members will earn points, or “jacks,” when they buy Snooze food either on-site or for delivery and takeout using Snooze’s app or website. 

Purchases made on weekdays will yield more jacks than those made on the weekend. The exchange rate is 150 jacks per $1 Monday-Thursday and 100 per $1 from Friday through Sunday.

As guests collect more jacks, they can move from the bronze tier into the silver (8,000 jacks) and gold (35,000 jacks) tiers, each of which entitles them to more perks.

Members in the bronze tier, for instance, can exchange jacks for free pancakes and nonalcoholic beverages. In the silver tier, they’ll have access to priority seating if they book the day before and can have a “cocktail party” that offers $5 mimosas and Bloody Marys for up to six guests. 

Gold-tier members can get free Snooze merchandise like cups, hats and T-shirts.

Members will also get a free pancake during their birthday month and additional surprise rewards throughout the year.

As more chains add loyalty programs, it appears the rewards themselves are starting to become more competitive. Burger King on Monday announced that members of its Royal Perks program would now get free fries with any purchase for the rest of the year.

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