Lettuce Entertain You Enhances Loyalty Program with Mobile and Data Analytics

Chicago-based Lettuce Entertain You Enterprises (LEYE) has moved its 25-year-old Frequent Diner Club loyalty program to the Paytronix Rewards platform. LEYE opted to switch from its long-term loyalty provider because Paytronix offers deep restaurant loyalty domain knowledge and mobile and data analytics capabilities which are essential for transitioning from a card-based to a mobile- loyalty program.
LEYE currently owns, licenses or manages more than 90 restaurants in Illinois, California, Arizona, Maryland, Virginia, Minnesota, Nevada and Washington, D.C. The LEYE restaurants operate under 52 brands, which range from fine dining, such as Everest or Tru, to the more affordable M Burger® or Wow Bao. Consequently, the LEYE Frequent Diner Club must accommodate a business model that includes a variety of check values as well as high and low frequency visit patterns.
With 18 percent of all spend coming from its Frequent Diner Club, LEYE considers loyalty to be strategically important to the success of its business. Its Frequent Diner Club is a three-tiered program that offers both bankable points and automatic rewards. At year’s end, each member is evaluated and either moved up or down a level based on dollars spent.
While the move to the Paytronix Rewards platform will be seamless to its guests, LEYE expects to benefit from the move by having a partner that offers:
A Steadfast Focus on Loyalty – With its dedication to restaurant loyalty programs, Paytronix will keep LEYE abreast of both industry trends and technology updates.
API-Accessible Mobile Capabilities –LEYE will enable its guests to view account balance information, earn and redeem rewards by integrating its new apps to the Paytronix software through its developer-friendly API.
Business-Minded Data Analytics – Capturing data from its multi-branded POS landscape with integrated software for easy guest enrollment and engagement, Paytronix enables LEYE to drill down to the guest-level, identify its most valuable customers, and reward and engage with them in a relevant way. 
“Because the LEYE loyalty program is so crucial to the success of our business, it’s important to innovate, add new features and make it simpler for our guests to use,” said Jennifer Bell, director of marketing, Lettuce Entertain You. Paytronix makes it easier to integrate with other departments, get a 360-degree view of our customers, and reach out to those who are not LEYE guests.
“Lettuce Entertain You selected Paytronix because it gives us more access to our customer information and lets us do more with the new mobile app we are developing,” said Michael Lynch, director of frequent dining for LEYE.  “Paytronix also acts as a data center for the LEYE loyalty program, helping us identify guest behavior through promos, dining behavior.”
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