Phoenix-based True Food Kitchen has launched its first loyalty program and custom-branded app — True Insider. The chain, which released a digital ordering platform earlier this year, partnered with Thanx to develop the app with a goal of giving customers a more personalized brand engagement program, according to a company press release.

The app, which integrates directly with the restaurant's digital ordering platform, allows guests to order and pay online, make reservations, manage their accounts and earn and redeem rewards at any of its 27 locations. 

How it works
Structured as a tiered program based on annual spending, the program provides incentives to guests as they earn status in higher tiers. The introductory tier — referred to as bronze — includes a welcome offer of $10 off a $25 purchase, a free birthday dessert and invitations to special events, including cocktail workshops, gardening classes, nutrition seminars and the chain's seasonal four-course community dinners, according to the release.

The program's silver and gold tiers — achieved after spending $500 and $1,500, respectively — provide members with even richer rewards including preview tastings of seasonal menu changes, lifestyle merchandise from ShopTrueFoodKitchen.com, priority seating and free dishes and beverages. True Food will leverage the program to make the brand even more memorable for guests with year-round, surprise-and-delight offers and personalized, one-of-a kind experiences such as an intimate chef's dinner for some of the brand's most loyal guests, True Food Kitchen CEO Christine Barone, said in the release.

The app will also help the chain gain insight about guest preferences, individualized behavior, interests and past purchases to send targeted and personalized emails and offers, according to the release. Lastly, it will unify current email marketing with the new app, loyalty program, online ordering and SMS messaging.

Registration to True Insider requires guest to register a credit card to track spending progress, but the platform includes a camera that allows guests to take a photo of a card to scan and save payment information with bank-level security, according to the release. Cash-paying guests have the opportunity to upload receipts to earn spending progress and redeem rewards.