Cheesecake Factory’s New Loyalty Program Aims to Boost Visits and Sales
The Cheesecake Factory has high hopes for its new loyalty program, Cheesecake Rewards, available on the app store. The casual-dining chain believes it can use this program to encourage customers to add one or two extra visits a year. It's also expanding its loyalty programme with a new app set for early 2024, following the success of its Microsoft Rewards-like scheme launched in 2023. Customers have already shown strong interest, even with minimal marketing efforts.
The Cheesecake Rewards programme currently offers members perks like free birthday cheesecake, online reservations, and personalised surprises. Data shows that enrolled customers spend more per visit, dine out more often, and report higher satisfaction than non-members.
Most diners currently visit the chain four to six times a year. The company aims to boost this by one or two additional visits annually through targeted rewards and direct communication. The upcoming app will simplify reservations, to-go orders, and rewards tracking—plus a new pay-at-table feature for quicker checkout.
By 2026, the chain expects same-store sales to grow by 1% to 2%, driven partly by the loyalty push. The app’s launch in early 2024 will build on the existing Cheesecake Rewards programme’s momentum. With higher spending and visit rates among members, the company sees the scheme as a key tool for steady growth. The focus remains on making dining more convenient and rewarding for regular customers, including those who frequent the Cheesecake Factory.
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