Mixt: Digital loyalty app improves customer engagement

Frustrated by the lack of delicious, healthy, and high-quality lunch options, the Silverglides – Leslie and David – launched the first Mixt in 2006.

They knew right from the start they had something great. Long lines formed, people talked, and they quickly grew into a multi-unit restaurant concept across California.

From the beginning, Mixt wanted to reward customers for waiting in their lines and loving their food. So they started a traditional punch card loyalty program for customers. However, there were several pain points with this system. It was expensive to print out the cards. Customers would often forget their cards, slowing down the checkout process. Plus, Mixt had no way of tracking repeat purchases with their enrolled customers. 

So, in 2012, Mixt started using a digital card-linked loyalty program that provides customers with a more seamless experience for earning rewards. Instead of keeping track of punch cards, customers simply download an app to their phones and enroll their credit or debit card. Earning loyalty perks is now as easy as purchasing a delicious lunch with their registered card. 

Customers love the seamless nature of the card-linked program, and Mixt has seen great results.Transaction data suggests that customers enrolled in the loyalty program may come back twice as often as other customers. Over 80% of the enrolled customers stay active in the program after three months. And since launching the digital loyalty program, Mixt has seen a 160% jump in loyalty membership without large related marketing efforts. 

Moving from a traditional loyalty program to a digtal loyalty program has done more than just keep lines moving and increase membership. Mixt is now able to gain insights on customers’ habits, send email marketing, and delight Mixt Rewards members with birthday surprises.

“As a growing brand, we depend on finding the most progressive technology solutions for streamlining operations and delighting our customers. Our digital loyalty program is no exception—it gives us actionable data and ensures our most loyal customers stay that way,” says David Silverglide, Mixt Co-Founder. 

_{Source: MIXT's proprietary loyalty data, 2012-2018.}