Hardee's Restaurant Customer Loyalty Email Club and the Hardee's Super Star Rewards Mobile App
The Hardee's fast food restaurant chain, which also includes Carl's Jr. fast food restaurants, incorporates both e-mail and mobile marketing channels in its customer loyalty program. However, the technology itself is not integrated, which has created two separate customer loyalty programs.
The Hardee's Super Star Rewards Customer Loyalty Program is accessed exclusively through the Hardees mobile phone app. The Hardee's Customer Loyalty eClub is internet based and accessible exclusively through the Hardees.com website. Each Hardee's customer loyalty program has its own rules and its own rewards.
How the Hardee's Super Star Rewards Mobile App Customer Loyalty Program Works
In order to participate in the Hardee's Super Star Rewards Customer Loyalty Program, customers must have an iPhone, android phone, or compatible mobile device and must download the mobile app to their phone in order to join and participate.
Officially the Hardee's Super Star Rewards Program will terminate on December 1, 2017, according to the program's published terms and conditions.
Hardee's Super Star Rewards members are rewarded for visits, rather than purchases. With each visit to a Hardee's or Carl's Jr. restaurant Super Star Rewards members earn points when they use the GPS functionality of the downloaded app to "check in."
These are the terms and conditions for earning and redeeming points in the Hardee's Super Star Rewards Mobile App Customer Loyalty Program:
- Members earn 100 points for visiting Hardee's or Carl's and using the Hardee's app to check-in.
- Super Star Rewards members can only check in twice per 24-hour period.
- Opportunities to earn bonus points are offered to members periodically via email and app push notifications.
- Points are redeemable for Carl's Jr. and Hardee's coupons for discounted menu items or free menu items with purchase.
- There is no purchase necessary to earn points, but Super Star Program members will have to pay for discounted menu items and fee-with-purchase menu items when they redeem their points.
Review of the Hardee's Super Star Rewards Mobile App Customer Loyalty Program
From a customer point of view, the Super Star Rewards Mobile App is an easy way to "earn" food discounts, especially if there is a Hardee's and/or Carl's Jr. restaurant location in convenient proximity to home, work, or school, which makes a check-in visit easy to accomplish.
The Super Star Rewards Mobile App Customer Loyalty program is the opposite from most restaurant customer loyalty programs in that members don't have to make a purchase to earn a reward, but they will have to spend money in order to redeem the reward. This is probably most appealing to customers who already love the Hardee's and Carl's Jr. menus, and who already have a desire to eat there more often.
From a retailing point of view, this is less of a customer loyalty program than a customer behavior training program. The Super Star Rewards program raises member awareness about Hardee's and Carl's Jr. restaurant locations. It also trains customers to work a visit to Hardee's and/or Carl's Jr. into their daily routines. However, because there is no purchase necessary to earn rewards, it may be that the Super Star Rewards program doesn't build loyalty as much as it rewards those Hardee's and Carl's Jr. customers who are already loyal.
How the Hardee's Customer Loyalty eClub Works
In order to participate in the Hardee's Customer Loyalty eClub, customers must visit the Hardees.com website and register. Once registered, Hardee's Customer Loyalty eClub members will receive these benefits:
- Free email news and members-only coupons delivered to you periodically via e-mail
- A free small beverage and a free order of small french fries with the purchase of any 1/3-pound Thickburger as an immediate registration sign-up bonus
- Because a member's birthdate is required for signup, it is likely that some sort of coupon, discount, or freebie will be delivered to Hardee's eClub members on their birthdays.
Review of the Hardee's Customer Loyalty eClub Works
As with many customer loyalty programs offered in the U.S. restaurant industry, the Hardee's Customer Loyalty eClub uses exclusivity to make members feel special and appreciated.
Headquartered in Missouri, Hardee's Restaurants is one of the largest U.S. restaurant companies, which affords loyalty club members the opportunity to be active repeat customers wherever they travel throughout the U.S. While the Hardee's eClub isn't all that unique from the eClubs of most of the major U.S restaurant chains, depending on what is offered in its email communications, the Hardee's eClub could have the ability to motivate higher levels of customer engagement with diners who aren't Hardee's or Carl's Jr. avid fans already. The goal of the Hardee's Customer Loyalty eClub is to motivate repeat visits, and the compelling nature of the members-only offers themselves will be the key to successfully accomplishing that.