Digital Campaign
Eureka! Loyalty Program
Eureka!’s Friends with Benefits is a tiered loyalty program designed to create a deeper connection with guests through a fun, relationship-themed rewards system. Delivered via mobile app (iOS & Android), the program offers escalating perks across three tiers — Casual, Exclusive, and Committed — rewarding frequency, loyalty, and engagement.
Client
Eureka! Restaurant Group
Date
June 2021
Industry
Hospitality
Scope of work
Brand Strategy + Voice Alignment
UX Design + Retention Strategy
Customer Engagement
GOAL
To drive guest retention, increase visit frequency, and build long-term brand loyalty through a differentiated and memorable customer experience.
CHALLENGE
In a saturated restaurant market, traditional loyalty programs often lack personality and fail to create emotional connections with guests. Eureka! needed a system that stood out, aligned with its brand voice, and encouraged repeat visits in a way that felt personal and fun.
Solution
Eureka! launched Friends with Benefits, a loyalty program that reimagines guest relationships through a dating metaphor — perfectly in step with the brand’s signature humor and irreverence. The design solution centered around creating a mobile-first experience that feels as fun and frictionless as the concept itself, with intuitive navigation, bold visuals, and playful microcopy that keeps users engaged. The tiered structure — Casual, Exclusive, and Committed — was brought to life through visual cues and UI elements that mimic relationship milestones, reinforcing the metaphor at every touchpoint. From surprise rewards to birthday perks and secret menu access, the program design keeps things fresh while nudging users toward deeper engagement. By aligning UX, content, and visual identity with the brand’s witty tone, Friends with Benefits delivers a cohesive experience that not only incentivizes repeat visits but also strengthens emotional connection with the Eureka! brand.
