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.
Why This Trend Is Growing
- Exclusive Loyalty Programs
- Brands can create a sense of exclusivity and status by offering loyalty programs that are invitation-only or exclusive to their most loyal customers.
- Hidden Loyalty Program Apps
- Brands can maximize the benefits of their loyalty programs by offering them through hidden or exclusive apps, like Chick-fil-A's A-List App.
- Incentivized Loyalty Programs
- Brands can still benefit from offering traditional incentivized loyalty programs to new customers and less frequent visitors.
Industries Being Reshaped
- Quick Service Restaurants
- QSRs like Chick-fil-A can offer innovative loyalty programs as a way to differentiate themselves from competitors and increase customer loyalty.
- Retail
- Retail brands can adopt exclusive loyalty programs to encourage repeat purchases and foster customer loyalty.
- Travel and Hospitality
- Travel and hospitality industries can create personalized loyalty programs that offer exclusive benefits to their most frequent customers.
