Legal Sea Foods Increases Loyalty Program Membership by 60% in Just Two Weeks Using Paytronix-Powered Campaign

Legal Sea Foods, the renowned New England-based restaurant brand, saw a significant increase in membership for its Legal Net Rewards program through a successful two-week limited time offer (LTO) enrollment campaign. Partnering with Paytronix, a leader in guest engagement for restaurants and convenience stores, Legal Sea Foods offered a two-for-one lobster roll promotion that attracted both new and existing members. The promotion allowed members to redeem a free lobster roll, valued at $43, between January 15th and 31st.

Working closely with the Paytronix Strategy and Analytics team, Legal Sea Foods designed a personalized campaign to celebrate the one-year anniversary of its reward program. The results were impressive, with a 60% increase in membership and a restaurant-level challenge that converted approximately 20% of cover counts to loyalty membership.

The campaign also yielded other remarkable outcomes, including 33.8% of guests enrolling in the loyalty program, 45.2% of existing members redeeming the LTO, and 81% of total loyalty enrollments coming from new members. With such positive results, Legal Sea Foods is committed to expanding its Legal Net Rewards program ten-fold this year.

Christine Cocce, director of marketing at Legal Sea Foods, emphasized the impact of loyalty programs on driving engagement and enrollment. The Legal Net Rewards program, which awards guests one point per dollar spent, offers exclusive rewards such as New England clam chowder and lobster dinners. Diners can easily join the program through the Legal Net Rewards app, website, or in-person at the restaurant.

Overall, Legal Sea Foods’ successful campaign highlights the power of loyalty programs in driving customer engagement and sales, setting the stage for continued growth and success in the future.