The new app is ‘centred around simplicity’, bringing everything together in one place, allowing customers to collect stamps, unlock rewards, order ahead, find their nearest restaurant and enjoy exclusive perks.
Existing loyalty scheme customers will still be able to earn a free medium burrito after five stamps, rolled over from its previous rewards programme, with the added bonus of receiving free guacamole topping after two stamps.
The validity on rewards earned from stamps has been extended to 90 days and can be redeemed in company-owned stores only.
A new key feature of the app is its refer a friend functionality where customers will receive an additional stamp for every friend they introduce to the app. Over 95% of Tortilla customers say they would recommend the brand to friends and family.
Entitled The Burrito Society, the new rewards programme also promises to offer surprise perks that drop into the app, ‘especially for its most loyal customers’.
Tortilla – which operates over 80 sites in the UK – is currently offering free chips and salsa with a main meal to everyone who signs up to the app until 14 August.
“This is another huge step in our digital transformation journey,” says Tortilla technology director Andrew Brook.
“The customer experience has been central to the creation of our new app – we wanted to make it as easy as possible to reward our loyal fans more often. It has been great to see the incredible reaction already from our customers and crew.”
Tortilla is one of a number of major restaurant brands to reassess its loyalty programme over the past few months.
Last month saw Wagamama launch its Soul Club loyalty programme that offers free menu items and exclusive content.
Pret a Manger, meanwhile, made major changes to its disruptive Club Pret subscription offer.
In March, largely Northern-based Italian group Gusto became the UK’s first casual dining brand to launch a subscription-based membership programme that requires guests to pay upfront to access discounts and other benefits.
