Del Taco Restaurants Inc. (Nasdaq: TACO) is serving up a revamped loyalty program through its app named Del Yeah! Rewards.
The Lake Forest-based Mexican-inspired chain, which counts about 600 restaurants, designed its loyalty program around four tiers named Queso, Scorcho, Inferno and Epic. Each tier determines how many points—anywhere from eight to 12—are earned for every dollar spent.
The program goes beyond free food incentives to also include challenges, birthday rewards, quarterly bonuses, badges and special event invitations among other giveaways. Early risers across membership levels get a free coffee with any purchase before 11 a.m.
Del Taco VP of Marketing and Technology Erin Levzow touted the new program’s personalization and convenience.
Del Taco, which had a market cap of $315 million as of last week, enlisted Chicago-based digital marketing agency Cheetah Digital on the loyalty program makeover.
The agency is no stranger to working with OC firms. Cheetah was also tapped by Costa Mesa-based Vans Inc. on its Vans Family loyalty program, which now boasts more than 10 million U.S. members accumulated in less than two years.
Vans Family members spend 60% more than non-members, according to Cheetah.
Del Taco is not the only OC restaurant chain making tweaks to its app to boost the user base. Newport Beach-based Chipotle Mexican Grill Inc. (NYSE: CMG) gamified elements of its rewards program to make point accrual faster. Irvine-based Taco Bell Corp. said it’s piloting a taco subscription program, called Taco Lover’s Pass, in its app. Â
