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Drives 50% Increase in Loyalty Registrations

Opened in Dallas, TX in 1986

31 restaurants across 7 states serving made from -scratch Mexican favourites created from highest quality ingredients

Increased membership drive boosts participation

As the members of Uncle Julio’s Amigo Especial Loyalty Programme were spending more than unregistered guests, increasing membership in the program led to more satisfied guests redeeming rewards and increased incremental sales for Uncle Julio’s.

The Solution:

Leveraging the high-traffic holiday season, Uncle Julio’s launched a loyalty registration drive to increase membership. The new campaign focused on employees—with built-in incentives to nudge the behaviour of servers who weren’t talking about the programme. The employee-focused Registration Drive incentivised servers with prizes for signing up new loyalty programme members.

On average, 31 stores registered 2,000 people each to significantly increase Uncle Julio’s loyalty base!

54,000 new guests signed up during the three-month campaign – a more than 50% increase to the 100,000 guests already enrolled.
47,000 of those new loyalty members completed a full registration for a registration rate above 90% during this drive.

NEW MEMBER
SIGN UPS

54,000

MEMBERSHIPS PRIOR TO CAMPAIGN

10,000

Weekly cash bonuses were awarded to those who finished 1st, 2nd and 3rd in loyalty signups by store/location. Staff also earned raffle tickets for bigger, global prizes across the entire Uncle Julio’s chain, such as Apple smartwatches and big-screen TVs, which was a very effective motivator. Uncle Julio’s gave away $15,000 in total prizes. Manager prizes were given for the store that had the highest number of signups.