MOD Pizza on Thursday rolled out its first customer loyalty program, which has a community-minded twist.
Diners at the fast-casual pizza chain who use the app-based MOD Rewards program can choose to earn free food, or they can opt to donate their points to Generosity Feeds, a nonprofit organization that works to combat childhood hunger.
“When concepting MOD Rewards, we saw the opportunity to invite our customers to join us in tackling the critical issue of food insecurity,” said Ally Svenson, the company’s co-founder and chief purpose officer, in a statement. “If we can help even a small percentage of these children, then we’re accomplishing our real goal at MOD—to use the business as a platform to make a positive impact in the communities we serve.”
The loyalty program awards users with a point for every $1 spent at the chain. Customers earn a free item after accruing 150 points and are also eligible for rewards and other offers. Consumers get 75 points for downloading the app and signing up for an account.
Instead of redeeming a reward, customers can tap “pay it forward” and $2 will be donated to Generosity Feeds to go toward providing meals for children in need, the company said.
Besides doing good for the community, the move might also curry favor with consumers. About 58% of diners surveyed by Restaurant Business sister company Technomic say it’s important for restaurants to be socially responsible.