Denny’s Canada is launching a new loyalty program, with a mobile application playing a starring role in how consumers receive and redeem offers and rewards.

The MyDenny loyalty program includes mobile, social and Web components to let users sign-in and manage their accounts across a variety of devices. The program ties together receipt information with digital to offer members exclusive discounts and offers.

“The world is moving in the digital direction faster than the speed of light,” said Chandni Chaube, marketing manager at Denny’s Canada, Vancouver, British Columbia, Canada.

“Loyalty marketing is a huge driver in acquiring new customers and retaining our best guests,” she said. “Integrating that into a digital platform seemed like the natural thing to do.”

Mobile rewards
Consumers can download the MyDenny mobile app from either Apple Canada’s App Store or Google Play.

The app lets consumers earn one point for each dollar that they spend at Denny’s Canada. Points are entered by typing in a number that is on the receipts.

The points can then be redeemed in-store for food and beverage items. Offers are aggregated into the app under a tab within the app.

Social media also plays a big role in the new loyalty program and app.

For example, consumers can receive free points for “Liking” the brand on Facebook.

Points can also be transferred to friends and family via social media. Consumers can ask their friends and family members to sign up for a MyDenny account via social media within the app.

The app lets consumers create a profile and customize their preferences.

Additionally, consumers can access a menu and nutritional information via the app and use a store locator to find a nearby restaurant.

There is also a desktop and mobile Web portion to the program that lets users manage their points via http://www.mydennys.ca/.

Users can spread the word about the program to friends and family

Increasing loyalty
Denny’s in the United States launched a mobile application last year that challenged fans to check-in at locations in all 50 states for the chance at winning prizes that increase in value as consumers check-in at new locations (see story).

Denny’s also plastered QR codes on its menus last year to give users access to exclusive content from Warner Bros. Pictures’ “The Hobbit” (see story).

Mobile is increasingly playing a bigger role for marketers looking to both acquire new loyalty members and retain existing consumers.

“This Denny’s app is great for fans of the restaurant chain as it includes special offers such as ‘Kids eat free’ and ‘Free Grand Slam on your birthday’ as well as a way to earn and monitor loyalty rewards,” said Simon Buckingham, CEO of Appitalism, New York.

Mr. Buckingham is not affiliated with Denny’s Canada. He spoke based on his expertise on the subject.

“I certainly think that regular customers of the chain will download and use this app as it’s very useful for loyal and frequent customers,” he said.

Final Take
Lauren Johnson is associate reporter on Mobile Commerce Daily, New York