Krispy Kreme Mexico decided to completely transform its customer approach. Instead of relying on physical coupons, it launched a digital loyalty program that captured more than 100,000 registrations in 100 days. That strategic shift not only elevated the relationship with its consumers — it also built a valuable data asset. In this article, we analyze how they did it, the role Spoonity played, and what lessons other QSR brands can take away.
What Was the Challenge for Krispy Kreme Mexico?
The main challenge was digitalizing the customer relationship, eliminating dependency on physical incentives, and building a robust data foundation for smarter activations. Krispy Kreme Mexico needed a frictionless, user-friendly system, real rewards to drive adoption, and mechanisms to monetize data through effective segmentation.
It also needed to synchronize operations, billing, and communication across every point of sale. A key objective was leveraging its monthly 12th-day promotions to maintain a consistent flow of redemptions, with campaigns designed to increase visit frequency and average ticket.
Strategy Adopted by the Brand
Krispy Kreme Mexico took a digital-first approach from day one: an app-based program, easy to use, with a simplified registration flow and immediate benefits. Key actions implemented included:
- Welcome incentive: a free donut upon registration.
- Personalized offers based on habits, purchase history, and birthday.
- Integration with in-store systems to issue rewards automatically.
- Automated digital billing linked to the customer’s profile.
- Monthly campaigns centered on Krispy Kreme promotions, especially the 12th-day offers, exclusive to program members.
Results
In fewer than 100 days, the program surpassed 100,000 digital registrations, consolidating an active, segmentable customer base. Key outcomes included:
- Higher engagement compared to non-registered customers.
- Redemption rates above historical averages during the 12th-day promotional campaigns.
- Centralized data and improved billing processes across all locations.
- Increased purchase frequency and average spend per user.
Digitalizing loyalty not only improved the customer experience — it generated strategic intelligence for planning future campaigns based on real behavioral data.
Case Study Summary (includes Spoonity solutions)
Industry Benchmark
According to Accenture’s Seeing Beyond the Loyalty Illusion study, loyalty program members generate between 12% and 18% more annual revenue than non-members. This benchmark has become a key reference for measuring the real impact of digital loyalty in the QSR sector.
Additionally, Customer Loyalty Programs Generate Significantly More Revenue by Accenture Research notes that brands with effective loyalty strategies increase customer lifetime value by up to 30%.
Krispy Kreme Mexico validated these findings by exceeding adoption benchmarks in its category and consolidating an active user base in under three months.
Three Key Takeaways
- A simple sign-up flow and a compelling incentive enable mass adoption.
- Personalization based on real behavior turns a loyalty program into a retention engine.
- Technical integration with POS, CRM, and billing is essential to automate rewards and consolidate strategic data.
Members receive exclusive rewards, special offers on the 12th of every month, birthday promotions, and personalized discounts.
Through the official Krispy Kreme Mexico app, where active promotions are published and exclusive member incentives are unlocked.
Purchases are automatically linked to the customer’s profile and billed digitally, streamlining operations and improving data traceability.
Spoonity offers a fully customizable customer loyalty platform for restaurants, an omnichannel loyalty program, and POS and CRM integrations, enabling the launch, operation, and optimization of digital loyalty programs.
