The Do-Happy Rewards scheme, which currently has more than 40,000 members, is being rolled out across the bakery café chain’s 340 outlets as part of an ongoing digital revamp
Shipley Do-Nuts is seeking to nearly double its US footprint over the next five years | Photo credit: Shipley Do-Nuts
Shipley Do-Nuts has rolled out its first-ever loyalty programme, Do-Happy Rewards, across its 340-store estate.
The Texas-based bakery café chain said the scheme has received strong uptake and positive consumer feedback since being trialled at its company owned Houston outlets last year.
The loyalty programme enables members to accumulate points on their purchases, with rewards ranging from free donuts to $0.99 coffees.
Shipley Do-Nuts said the loyalty app also allows for streamlined online ordering for pickup or delivery.
In July 2023 the business credited the continued roll-out of online ordering across its outlets as key to its 11% second quarter same-store sales growth. Shipley Do-Nuts also reported a 23% year-on-year rise in digital sales during the period.
Do-Happy Rewards currently has more than 40,000 members. Loyalty members currently spend 60% more on average than customers not enrolled on the programme, Shipley Do-Nuts added.
“We began testing Do-Happy Rewards in early 2023 in our company-owned shops, and it was well received, with strong initial sign-ups and positive consumer feedback that told us there's a real appetite for the programme. With this launch, we can thank our devoted guests the best way we know how – with free do-nuts, merch and other menu items – while offering simpler online ordering and driving business for our franchisees,” said Flynn Dekker, CEO, Shipley Do-Nuts.
Founded in 1936, Shipley Do-Nuts is seeking to nearly double its US footprint over the next five years.
The bakery café chain announced its first development opportunities in the Midwest in August 2023, with potential sites in Indiana, Kansas, Kentucky, Missouri and Ohio adding to an active franchise recruitment campaign in Colorado, Oklahoma and Florida.