Hi there! I'm Rob Wilhelm, Kaldi's Coffee Director of Marketing, and it's my honor to give you a behind the scenes look at the thought and intention we put into our new app and Rewards.
When we started making our new app and Rewards, we asked ourselves two questions:
1) How do we make a digital order feel as special as ordering from your favorite barista?
2) How can our Rewards improve the feeling of being a Kaldi's Coffee regular?
Since our founding, we have dedicated ourselves to providing a memorable coffee experience, using the spirit of discovery as our guide. We use a strong focus on hospitality, guest service, and quality to make that happen. Our new Rewards and app were built upon this foundation.
To put it simply:
We designed our new app and Rewards around how you actually use them. We want you to feel more in control, more seen, and more rewarded.
Read on to see how we're doing that!
HOW WE CONSTRUCTED OUR NEW REWARDS
Our old Rewards system was simple and rewarding: order something, earn some points, get a few bucks off next time. But it didn’t offer much flexibility. We wanted to give you more choice and make it feel just as good as ordering from your favorite barista.
Our New Rewards System
Now, Rewards members earn 4 points for every dollar they spend, and those points can be treated like a Rewards wallet. You can accumulate points and redeem them when you want, on the items that matter most to you. As you increase your points, new offers become available to you, like a free drip coffee, free food item, or a free latte.
Your Rewards journey is your own and you can track your progress like never before, especially if you have the app.
Even better: your points not only unlock free drinks and food - they also help you climb loyalty tiers that give you ongoing perks. Which leads me to...
HOW WE CONSTRUCTED OUR NEW LOYALTY TIERS
This is probably my favorite enhancement. If you've ever been a regular somewhere, you know the feeling of walking into a place and being instantly recognized and celebrated. For the first time, we have the ability to recognize you digitally, on each and every order.
CLIMBING THE TIERS
The more you visit us, the more you'll climb. We're rolling out 3 loyalty tiers - Tier 1, Tier 2, and GOAT Tier - that are based on how often you visit us in a year. Achieve Tier 2 by earning 700 points (named after our core espresso blend), and reach GOAT Tier by achieving 1994 points (in honor of our founding year).
As you climb the tiers, more always-on perks will be available to you. I'll put that another way: as you enter Tier 2 and GOAT Tier, you will ALWAYS be able to use certain perks, on each and every order, no matter your current Rewards points balance.
We hope these little touch points make our regulars feel seen, just like when your favorite barista sees you walk through the door.
INTRODUCING: GOAT TIER
Our logo is a goat, and GOAT has come to mean "greatest of all time". We used that as inspiration for our ultimate loyalty tier, GOAT Tier.
The best of the best perks live in GOAT Tier. After you accrue 1994 points, you'll get perks like free alt milk upgrades, 15% off all of your drip coffee, 15% off bakery, and (my personal favorite) $2 Wednesday every weekday. No matter your rewards balance, you'll probably have some kind of perk or discount to apply on every order.
Why? Because you earned it. You're the GOAT. And we want you to feel that way, each and every order.
THE KALDI'S COFFEE APP
What excites me the most is that the app gives us the ability to connect with you in new, special ways.
Over the years, one of our top questions was always "when are you going to get your own app?". We finally had the opportunity with the launch of our new Rewards, .
The app is awesome. It's by far the easiest way to track your Kaldi's Rewards and loyalty journey. It's pretty, it's fast, and it gives you everything you need, from the ability to place your order ahead of time to finding your nearest location.
But let me get back to the real reason behind the app: serving you better, and recognizing our guests for their loyalty. With our new app, we have a brand new way to send you special announcements, sneak peeks, and spot offers. It's a whole new way to #followthegoat, and we have big plans for it.
A NEW WAY TO FOLLOW THE GOAT
I get it, Rewards from cafes and restaurants and shops are nothing new. But in this new system from us, we hope you can feel the care and the connection to our values that we built into it.
Serving our guests for 30 years has been our passion and the thing that drives us. In this new way to #followthegoat, we welcome you to join us as we use the spirit of discovery to enhance your experience and deliver you exceptional coffee drinks, one visit at a time.
You can sign up for rewards, download our app, and learn more at the link below.
