Does your loyalty program give as much back to you as it does to your guests? While restaurant loyalty programs once relied on discounts to get guests to return, times are changing. To be sure, you want to use your loyalty program to track guest tastes and buying patterns and translate that information into action. But you can also take your program a step further by harnessing it as an experience you can provide guests. As operators struggle with inflation and supply shortages, providing a memorable guest experience can be a superpower – and can help keep you afloat in these challenging times. How can you use your program to drive people to you? Tap into guests’ fear of missing out by offering an exclusive VIP menu to members. The loyalty program Thanx is helping one operator offer a hidden menu for their highest-spending loyalty customers – it unlocks after a guest spends $200 in 90 days, according to a Nation’s Restaurant News report. The hidden menu can include fan-favorite menu items, be used to test limited-time offers, or simply offer items that are easier to offer to a smaller audience (and can help a restaurant manage inventory more efficiently). All of these potential offerings can create a sense of exclusivity that provides the extra nudge guests need to order from your restaurant right now.