Why Papa Murphy's rebuilt its loyalty program around a single rule

"When takeout pizza chain Papa Murphy's reimagined its loyalty program, it made simplicity the top priority. Rather than offer members points as a percent of dollars spent, MySlice Rewards gives customers a flat 10 points for every full-size pizza purchased. "It's built around a single, clear rule," Jason Focht, VP of digital marketing at Papa Murphy's, told CX Dive. "Every pizza earns points. It's easy to understand, easy to message and easy to execute across all of our channels, including web apps and in-store.""

"The old MySlice Rewards focused on a surprise and delight model where customers would receive a reward every couple visits, according to Focht. While that approach offered customers meaningful benefits, it ultimately proved unpredictable, difficult to scale, and inconsistent in how it rewarded customer behavior. The updated version of MySlice Rewards combines the new points system with three rewards options at 25, 50 and 75 points. This baseline system is designed to reward guests in a simple, transparent way,"

MySlice Rewards awards a flat 10 points for every full-size pizza purchase, replacing a prior surprise-and-delight model that granted rewards every few visits. The previous approach produced meaningful benefits but proved unpredictable, hard to scale, and inconsistent in rewarding customer behavior, and failed to engage infrequent customers. The updated program pairs the flat points rule with reward tiers at 25, 50, and 75 points to provide a simple, transparent baseline that is easy to message and execute across channels. The program soft-launched in October and entered full rollout earlier this month, with scope for future personalization.

Read at Restaurant Dive