This event, a unique benefit of The Velvet Room loyalty program, marked the first large-scale implementation of exclusive non-discount rewards for its members.
GLOVelvet Taco recently organized a special VIP Tasting event in The Colony, Texas, exclusively for the top five spenders in their loyalty program. This event, a unique benefit of The Velvet Room loyalty program, marked the first large-scale implementation of exclusive non-discount rewards for its members. In addition, Velvet Taco has enhanced its loyalty program by introducing a flexible point system, powered by leading loyalty provider Thanx.
The Velvet Room was launched in 2021 with the aim of improving the guest experience and focusing on direct-channel ordering. With over 40 restaurants across the United States, this Dallas-based brand continues to elevate the taco experience through globally inspired recipes and high-quality ingredients.
As part of The Velvet Room loyalty program, the most significant non-discount perk is a trip to Dallas for a special WTF Tasting (Weekly Taco Feature). This year, the top five loyalty members, known as “WTF VIPs,” were selected based on their overall spending through The Velvet Room loyalty program at Velvet Taco restaurants (excluding Assembly Food Hall and Legacy Hall) from January to December 2022. These VIPs and a friend were treated to a trip that included round-trip air transportation, two nights’ accommodations, a $250 prepaid gift card, and a $100 Velvet Taco digital gift card.
During the VIP Taste Testing, attendees had the opportunity to try unreleased menu items, including new tacos and guacamole variants. They also received an exclusive tour of the Granscape kitchen with Velvet Taco’s Head of Culinary, Chef Venecia Willis. The four taco options tasted during the event were Quesa Birria Duo, Al Pastor, Chicken n’ Pig, and Brisket & Cheesy Potatoes. The VIPs also had the chance to sample four new guacamole flavors: Classic Guac, Jalapeno Popper Guac, Pineapple Fresno Guac, and Elote Guac.
Chef Venecia Willis expressed her excitement about providing an unforgettable experience for their most loyal guests and shared her pride in the exclusive tacos presented during the VIP loyalty night.
In addition to the VIP event, Velvet Taco has transitioned to a points-based loyalty system as part of The Velvet Room program. Guests now earn points based on their spending, which can be redeemed for various unique rewards and VIP experiences, without relying solely on traditional discounts.
One of the creative non-discount rewards introduced in 2022 is the ‘Secret Menu,’ featuring six exclusive items available only to dine-in customers and The Velvet Room loyalty app members. The flexibility of Thanx’s technology enables Velvet Taco to introduce new secret menu items and make updates to rewards availability instantly and directly from the platform.
The introduction of the points-based system reflects Velvet Taco’s careful consideration of customer data captured through the Thanx-powered loyalty program. The agility of the Thanx platform allows Velvet Taco to make real-time changes to their loyalty program, keeping it engaging and dynamic. Guests will earn one point for every dollar spent, unlocking access to a Rewards Marketplace and unlocking spend-based tiers with unique perks for every $200 spent.
Thanks to Thanx’s innovative features, Velvet Taco can offer both non-traditional and traditional perks, including complimentary red velvet cake on birthdays, exclusive access to WTFs, VIP tastings for top loyalty members, and other experiential perks unique to Velvet Taco (yet to be announced).
