General Session / Tuesday / June 3, 2025 / 2:00 PM

Creating a Loyalty Offering that Doesn’t Suck

Attendees will receive strategies and tools to create more effective and engaging loyalty programs for their restaurants. They’ll learn how to increase loyalty sign ups, drive redemptions and how to measure the impact of a well-built reward system.

They’ll also address common challenges to implementing successful loyalty programs and will learn about customer segmentation, discuss customer preferences and tailor loyalty programs and create customer journey maps to visualize the customer experience and identify opportunities for improvement.

The workshop will also reveal components of a compelling loyalty program, such as a tiered loyalty program, reward structures, gamification, personalized rewards, limited-time offers and offering exclusive perks to loyal customers.

Lastly, attendees will discuss how to measure the success of their programs.


PRESENTER

Melissa Cummings | VP of Digital Marketing | Tropical Smoothie Cafe
Digital marketing, eComm and loyalty leader with 20+ years’ experience at Domino's and Tropical Smoothie Cafe. At Tropical Smoothie, Melissa led Loyalty, CRM, 3PD and Digital Listings, growing loyalty by 50% in one year and leading MarTech strategy. She crafted promotions that drove the highest sales days in Tropical Smoothie’s history and drove the app to #1 in Food. At Domino’s, she oversaw one of the largest loyalty programs and implemented the largest A/B testing wins in the brand’s history. Melissa also led store tech, including the self-driving pizza delivery test, ordering & check-in kiosks and digital menu boards.
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