Bloomin’ Brands revamps its Dine Rewards program
By Matt Collins Article may include affiliate links
Known as Dine Rewards, the program is offered at the company’s Outback Steakhouse, Bonefish Grill, Carrabba’s Italian Grill, Fleming’s Prime Steakhouse and Wine Bar and Outback and Carrabba’s Express brands.
Previously the program required a $20 minimum purchase ($40 at Fleming’s locations) to earn a visit credit.
Making three visits in a 6 month period gave members a 50% discount at any participating restaurant, but it was capped at $20 ($40 at Fleming’s).
This program format was likely meant to encourage repeat visits as opposed to increasing check totals, but it’s also easy to see how it may not have been popular with savvy customers who realized someone could spend $100 three times ($300 total) and end up with only a $20 discount — the same that someone spending $20 three times ($60 total) would get.
Going forward, members will earn 5 points for every $1 spent. After 350 points are accumulated, a $5 discount is available. Multiple discounts can be earned for every increment of 350 points. Rewards expire after 90 days.
This essentially equates to a $5 reward for every $70 spent.
The new model has the advantage of eliminating minimum spends and balancing out rewards a bit better since they will be directly tied to the amount spent on previous visits.
The new program also expands earning opportunities to private dining and catering spends.
As before, points cannot be earned on alcoholic beverages, gift cards, tax or tips. The program also does not allow rewards to be used on catering orders or to pay for any of those line items (but guests can still earn points on catering orders).
The new model also eliminates the $40 minimum spend and maximum reward amount at Fleming’s, which was necessary because its prices tend to be higher, so it is a bit easier to understand.
The program does, however, use the trick of not using $1 equals 1 point, a common tactic with rewards and loyalty programs to make members feel like they’re earning points faster and making it less obvious just how much has to be spent to earn a reward.
Like many similar programs, the new reward value is still relatively low, essentially equating to a 7% savings.