Huddle House Launches New Digital Loyalty Program Powered by Thanx Technology

Huddle House has launched a new loyalty program and digital experience powered by Thanx technology, marking a significant upgrade to its customer engagement strategy. The program, called Huddle Rewards, provides members with multiple ways to earn points while enjoying the chain's homestyle food offerings, representing the brand's investment in modern guest experiences.

According to Stephanie Mattingly, VP of Marketing for Huddle House, the program features comprehensive technological upgrades and updated rewards designed to fit guests' tastes and lifestyles. The loyalty initiative enables the company to further connect with customers through personalized experiences and provide them with exciting offers. Additional program enhancements being explored include bonus point opportunities, secret menus, and sampling events to create more ways for members to earn and enjoy points.

The Huddle Rewards program offers several key benefits, including welcome rewards for new members and special occasion gifts such as complimentary birthday desserts for all members. A tiered benefits program features MVP and All Star levels that provide monthly rewards, with MVP members receiving free waffles and All Star customers earning additional MVP breakfasts throughout the year. Members achieving MVP status gain access to exclusive benefits including additional bonus points and invitations to special events.

Accessibility is a central feature of the new program, as no app download is required. The program is accessible via the Huddle House website or through in-store signup, with rewards redeemable both in-store and online. Guests can simply scan a QR code to sign up and access benefits, making the program easily accessible to all customers.

Zach Goldstein, CEO of Thanx, stated that the upgraded program is designed to attract next-generation guests who expect seamless, rewarding digital experiences while preserving the brand's commitment to fresh, hot, cooked-to-order meals and warm hospitality. The partnership demonstrates how traditional restaurant chains are adapting to changing consumer expectations regarding digital engagement and personalized rewards programs in the competitive food service industry.

The launch represents Huddle House's strategic move to enhance customer retention and lifetime value through modern technology solutions. By implementing a digital loyalty platform that captures transaction data and enables personalized marketing, the chain aims to strengthen its position in the market and drive repeat business from both existing and new customers seeking rewarding dining experiences.