Does your loyalty program look different now than it did in February? It should. The kinds of promotions that were central to your loyalty program back then – along with your method of operating your program – might come across as inappropriate now. It’s especially critical that you’re using your loyalty program to fuel the parts of your business that need support in the current environment and to collect information about how, when and what your customers are ordering. This will help you to keep business coming in now and provide a more secure bridge to operating post-pandemic. So what do you want people to know about your restaurant? In what areas of your business do you want to build awareness and generate more sales? Your loyalty program is a great vehicle for directing customer focus. Incentivize people to place their order via your website or app and pick it up curbside. Integrate contactless payment with your loyalty program so you’re automatically generating data (and at a time when safety is the new hospitality, also ensuring your guests don’t have to swipe a physical card to earn points). Increase the appeal of your program by creating joint offerings with partner businesses and offering more flexible terms. Stay in contact through email and social media – posting daily on social media is important for awareness right now – and make sure to promote your safety practices.