Are You a Proud Member of the Burrito Club?

The competitive arena of fast food chains is fast and furious; if you don't want fries with that, you're probably heading to the local taco drive-thru, gourmet sandwich maker, or checking in somewhere new for your salad-du-jour. Today's fast food companies are catching the wave of loyalty cards to increase their brand awareness, create customer databases (read: your info stored on a computer), and possibly give you a free meal item.

Loyalty cards and programs work well in the retail industry when promotions and discounts are awarded to frequent shoppers. What better way to keep buying those designer jeans from the Gap when you get a kickback on your next purchase? Coupons don't suffice when it comes to loyalty programs, and many companies have begun to provide plastic wallet-size loyalty cards as an incentive to rack up points, offer a discount on the next purchase, and most of all, keep you shopping at their locale.

For most of us, fast food restaurants usually aren't a loyalty issue; you're probably craving that massive layered burrito, antsy for your cheeseburger fix, or just need that bucket of fried chicken before the weekend. Whatever the excuse for becoming a patron to your fast-food location-of-choice, many companies are hoping to grab your ongoing attention by giving you an official membership card. The concept is evolving from a brand awareness and marketing campaigns determined to make the company the top choice in your mind. The idea is popping up at hundreds of fast food locations across the country.

Taco Bell and Pizza Hut have recently introduced their versions to increase customer fans. Taco Bell's 'Spice Up the Night' campaign coincides with the message of staying open late to curb those hunger pangs/cravings until 1 a.m. Members of the Spice Up the Night Club can take advantage of exclusive discounts, competitions, and earning points towards gift certificates and special merchandise. Participation is critical to the success of this program, as loyal Taco Bell patrons must stay 'active' to receive offers and earn points; logging in online to redeem points and obtain membership info are parts of the complete experience. Taco Bell created its reward program for customers because of the customer's enormous value. According to Loyaltywise.com, a California-based promotional loyalty service, "When Tacos cost about a dollar each, you wouldn't think Taco Bell would fret over lost customers. However, executives at Taco Bell have estimated that a repeat customer is worth as much as $15,000." Who would have thought that your patronage had such a high price?

Pizza Hut is running a similar loyalty campaign by offering official wallet-sized cards to its hungry members. Running on the same principle as collecting points, members can contribute their pizza purchases towards future discount, exclusive offers, merchandise, and certificates with a basic login.

Loyalty programs are effective tools for companies looking to gain customer insight, track behavior, and find out their core consumer's buying habits in an efficient way. By incorporating online log-in activities, incentives for discounts on future purchases, and introducing a points system, fast-food businesses may elicit some new customer interests. For those of us who are frequent fast-food shoppers, it may be a great way to save some money and enjoy the frequency of a visit.

Starbucks introduced their loyalty club program in conjunction with a rewards card in 2005; they even sent forth a patent to create a credit card and discount program combination for its thousands of fans. It seems that no matter how high-profile a company may be, there is still a nagging desire to create that perfectly loyal customer.

As a hungry shopper and loyal customers who jumps to sign up for a variety of membership-style programs, the benefits may add up in the long run. On the other hand, how many points are you actually contributing to that waistline?