Chick-fil-A's A-List program subverts the typical logic of a loyalty program. While most loyalty programs are structured such that new consumers will purchase more if they are incentivized, Chick-fil-A's A-List is only available to the QSR's already loyal customers -- in fact, many people don't even know it exists.
While Chick-fil-A's A-List program might seem backward, it makes sense when considered as a VIP program as well as a loyalty program. The restaurant positions its A-List as an exclusive benefit, a mark of prestige for its most loyal customers. That status, coupled with the impressive benefits like free dining experiences and kitchen tours, make the A-List program worthwhile.
Once on the Chick-fil-A A-List, consumers get access to an app that notifies them about the goings on mentioned above. This connectivity makes the A-List more convenient for the initiated.
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