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09/28/2021

Del Taco Debuts Loyalty Program

Del Taco has chosen Cheetah Digital for all aspects of its new rewards program – including app development, data acquisition, customer targeting, messaging, and more.
Anna Wolfe
Senior Editor - Restaurants
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Personalization makes all the difference to today's diners. When selecting a restaurant, 32% of consumers say personalized communication based on their purchase history is an important factor according to HT's 2021 Customer Engagement Technology Study. 

Del Taco teamed up with Cheetah Digital for the creation and launch of the Del Yeah! Rewards program. Del Yeah! Rewards will offer Del Taco customers a variety of offers, rewards and experiences, which increase along with usage of the app, and is made possible by Cheetah Digital’s top-to-bottom customer engagement suite. Importantly, Del Taco has chosen Cheetah Digital for all aspects of its new rewards program – including app development, data acquisition, customer targeting, messaging, and more.

The QSR's commitment to fully understanding the unique preferences for each of its customers – and boosting engagement with them based on those preferences – is indicative of larger trends within the food & beverage industry. With impending regulations on consumer data privacy, changes to mobile IDFA policies, and the demise of cookies, third-party data is no longer viable for brands to collect information about their customers. Del Yeah! Rewards represents a major step forward in Del Taco’s ability to engage with its customers, which could be a model for other restaurants in the QSR category.

Personalization makes all the difference to today's diners. When selecting a restaurant, 32% of consumers say personalized communication based on their purchase history is an important factor according to HT's 2021 Customer Engagement Technology Study

Personalization is possible. Technology now exists that allows marketers to learn more about the psychographic interests of a brand’s customers than ever before, and with this new loyalty program, we believe Del Taco is one of the first to fully embrace this, says Cheetah Digital.

Customers who join Del Yeah! Rewards will be able to start earning points that can be used for future promotions and giveaways, and higher levels of rewards tiers will be unlocked based on usage. The user interface and specific offers that each customer receives will be entirely unique to that individual customer’s preferences. “At Del Taco, ensuring that our customers feel appreciated and fully satisfied with their visit is what we strive for the most,” noted Erin Levzow, Del Taco’s Vice President of Marketing Technology. “Del Yeah! Rewards takes this to a whole new level, which wouldn’t otherwise be possible without Cheetah Digital’s solutions.”