The recent launch of Threads, Meta’s answer to Twitter, came with much fanfare. But in the weeks since, the response has been more about the disillusionment of users who thought they would be getting a useful new way to connect but were disappointed by what it actually delivered. A recent Restaurant Business article compared the Threads launch to what’s happening in restaurant tech. In the technology space, it’s common to launch a minimally viable product to test the waters and gain traction, but it’s a far more difficult task when you’re launching a product designed to compete with an established tool. It needs to wow people from the start to gain adopters — not just be a mildly better alternative. Yet this happens routinely in the digital loyalty space in restaurants, with large, established brands running sophisticated, targeted promotions and many other brands being satisfied with, say, some adoption of the restaurant’s app and redemption of general offers. To keep people engaged once they have downloaded your app and joined your loyalty program, you need to be able to offer competitive features and understand what features will hold people’s attention and offer some “wow” factor. It’s important to invest in the early stages in the testing needed to get a program right — otherwise you may be spending the money later on, when your audience will likely be more difficult to re-engage.