Dickey’s Barbecue Pit is leveraging its mobile loyalty program to bring a special New Year’s offer to its customers.

The restaurant chain is offering a buy one, get one free offer to congratulate its customers for sticking to their new year’s resolutions. The campaign comes with special offers for members of its rewards program, the Big Yellow Cup Club.

“The Dickey’s Barbecue Pit family knows that it is difficult in the New Year to stay true to New Year’s Resolutions and we are happy to congratulate our guests on making it this far and ‘forming new habits,'” says Laura Rea Dickey, CEO of Dickey’s Barbecue Restaurants, Inc. “At Dickey’s we support healthy eating habits by clean eating, which is why we ensure our guests only get the best quality meats.”

New year’s resolutions
Mobile loyalty programs have been a standard staple of the modern brand’s mobile arsenal for a few years now.

As mobile continues to proliferate across categories and becomes the dominant digital channel through which customers interact with brands, the standard bag of tricks that brands use to interact with mobile users has expanded.

Things like social media are obvious applications, but mobile loyalty programs and order ahead capabilities are some of the newer additions to that lineup.

Dickey’s is catching up to the modern mobile era with the addition of its new mobile app that puts customers in contact with the Big Yellow Cup Club, the brand’s loyalty program.

Since it has been over 21 days into 2017 and some studies show it takes around that long to form a habit, Dickey’s launched the campaign to reward customers who have stuck to their new year’s resolutions with a buy one, get one free offer.

In order to receive the free pound of meat that customers get from purchasing one pound, they have to redeem an order through the Big Yellow Cup program.

In this way, Dickey’s is encouraging consumers to download their mobile app if they want to receive the reward, while also raising awareness for their mobile loyalty program.

Mobile loyalty
Mobile as a powerful tool for retaining customers is not a new idea.

A returning customer is more valuable and cheaper to hold on to than a new customer is to acquire.

Loyalty programs, especially because of their availability on the omnipresent mobile devices, are an excellent way to retain customers who are more likely to respond to limited time offers.

For example, Regal Cinemas offers frequent film festivals that are available with special offers to its mobile users (see story). While the festival is open to everyone, the loyalty users are more likely to respond to it.

Dickey’s is only the latest in a long line of retailers and brands to make use of the mobile loyalty program for these kinds of offers.