Hollis Johnson/Business Insider
Chick-fil-A wants to win over millennial parents.
- Chick-fil-A has a new membership program that allows customers to earn rewards based on how much money they spend at the chicken chain.
- The more money customers spend at Chick-fil-A, the more rewards points each dollar is worth.
- "When Chick-fil-A first launched its app in 2016, we surveyed Millennial parents to find out what mattered to them: 88% said if they are a loyal customer, then they should be rewarded," a Chick-fil-A representative said in an email to Business Insider.
Chick-fil-A is revamping its membership program to give its most loyal fans a bigger payoff.
This week, the chicken chain launched an updated mobile app and a new membership program called Chick-fil-A One.
The program allows customers to cash in points, gathered by spending money at Chick-fil-A, for rewards that will be revealed on the chain's app. Customers will become eligible to start cashing in points for rewards after spending as little as $15 at the chain.
Customers earns points, recorded on the chain's app, for every dollar they spend at Chick-fil-A. There are three tiers: the base level of Chick-fil-A member, Chick-fil-A Silver, and Chick-fil-A Red. Diners achieve Chick-fil-A Silver status after reaching 1,000 points (the equivalent of spending $100 at the chain), and reach Red status after hitting 5,000 points.
As customers reach higher levels in the rewards program, each dollar they spend at Chick-fil-A earns more points. At the base level, customers earn 10 points per dollar. Silver members earn 11 points per dollar, and Red members earn 12 points per dollar.
"When Chick-fil-A first launched its app in 2016, we surveyed Millennial parents to find out what mattered to them: 88% said if they are a loyal customer, then they should be rewarded," a Chick-fil-A representative said in an email to Business Insider.
"The new Chick-fil-A One membership program was designed based on customer feedback - it shows members exactly how many points they have and lets them choose how they redeem points for rewards," the representative continued.