McAlister’s Deli Redefines Loyalty with Club MCA
McAlister’s Deli is elevating the customer experience for its 5.4+ million loyalty members through Club MCA. Inspired by hotel loyalty models, Club MCA empowers employees to deliver VIP-level hospitality to dine-in guests. Chief Brand Officer Michael Freeman explained that the program’s philosophy is rooted in a “little something extra” – gestures like handwritten notes, free cookie and iced tea cards – to surprise and delight loyal guests.
Personalized Touch Meets Operational Efficiency
When a loyalty member places an order, their information flows seamlessly through the tech stack, triggering tailored actions. Loyalty members are given green table numbers instead of the usual orange ones, signaling their VIP status to employees. “These small yet operationally relevant gestures help deepen our connection with guests” while aligning marketing and operational strategies, said Freeman.
Reviving the Third Place
One of Club MCA’s primary goals is to reinvigorate McAlister’s dining rooms as community hubs — a “third space” for gathering and connection. “Surprising guests with small, brand-consistent gestures has resonated deeply with our consumer base,” he added.
Launched in May 2023, Club MCA underwent a beta test in select locations, yielding immediate results: higher satisfaction scores, improved employee experience, and enthusiastic franchisee adoption.
“Club MCA aligns with our service-first culture and delivers on operational excellence. It’s simple to deploy, resonates with guests, and drives frequency,” Freeman noted.
The chainwide rollout mid-year resulted in “a big boom in numbers,” underscoring the program’s scalability and positive reception.
Surprise, Don’t Overwhelm
Freeman emphasizes that while surprises delight customers, overuse can diminish the “wow” factor. It’s about striking the right balance. "Sprinkling in" these moments in creates anticipation and maintains their impact, he added.
Key Metrics and Learnings
Value perception is McAlister’s top KPI. “In a climate of inflation and tough pricing decisions, improving value scores is a major win,” Freeman shared. Additionally, enhanced manager visibility and team member engagement in dining rooms signal an improved service model. Employee job satisfaction has also improved. aligning with the company’s commitment to the service-profit chain: happy employees lead to happy customers.
Looking Ahead: Phase Two and Beyond
The next phase of Club MCA focuses on catering and other off-premises customers. Early success has also inspired GoTo Foods to explore similar loyalty initiatives across its brands. McAlister’s is leveraging customer data to refine segmentation and personalization, evolving its loyalty tiers to stay contemporary and connected.
“We are going to merge all these concepts into one place and then optimize our loyalty program … to ensure our guests feel valued,” Freeman said.
