Dickey's Barbecue Pit and Spark Adriatic have partnered to develop a series of custom mini games within the brand's mobile app that are exclusive for members of the Big Yellow Cup Rewards program. The in-app games act as a way for users to play each day and collect points right inside the app that can be used for accessibility rewards later on. The games include the Big Yellow Cup Flip Challenge, Memory and Catcher, which will be randomized each day to allow players to enjoy a different one every time they log on.
CEO Laura Rey Dickey spoke on the new games from Dickey's Barbecue Pit and Spark Adriatic saying, "At Dickey’s, we’re always looking for new ways to make every barbecue experience more rewarding. Our Big Yellow Cup Rewards members are some of our most loyal guests, and these new mobile games give them another fun reason to open the app, engage with our brand and earn rewards they can use toward their next barbecue meal."
What's Driving This Trend
- Gamified Loyalty Apps
- Restaurant brands are embedding casual games into rewards platforms to deepen habitual engagement and convert entertainment time into measurable loyalty value.
- Daily Reward Mechanics
- Rotating challenges and point-based incentives create recurring app visits that can strengthen customer retention beyond traditional discount-driven promotions.
- Branded Mini Games
- Custom mobile games offer brands a playful media channel where first-party data, identity, and rewards can converge inside owned digital ecosystems.
Who This Affects Most
- Quick-service Restaurants
- Foodservice operators can use app-based gameplay to differentiate loyalty experiences and keep guests connected between purchases.
- Mobile Gaming
- Casual game studios are finding new growth pathways through branded partnerships that turn simple mechanics into customer engagement infrastructure.
- Customer Loyalty
- Rewards platforms are evolving from transaction trackers into interactive engagement hubs that blend entertainment, personalization, and redemption.
