NEW YORK & DALLAS, January 20, 2016 - Plenti, the first U.S.-based loyalty coalition, today announced that Chili’s® Grill & Bar, flagship brand of Brinker International, Inc., will join the program as a new partner representing the casual dining space. This marks the coalition’s expansion into a new category with Chili’s as the latest partner to join the multi-brand loyalty coalition, which currently includes AT&T, ExxonMobil, Macy’s, Nationwide, Rite Aid, Direct Energy, Enterprise Rent-A-Car and Hulu.
Plenti, a program operated by American Express, launched in May 2015 to offer members numerous ways to earn points and use them to save on the things they already shop for every day, regardless of the payment method used.
By the second half of 2016, My Chili’s Rewards members will be able to enjoy the additional benefits associated with the Plenti program while maintaining their existing loyalty status. Plenti members will be able to both earn and use Plenti points when dining at Chili’s restaurants nationwide as well as use points to pay for their favorite Chili’s Fresh Tex™ and Fresh Mex™ items when picking up a meal to-go.
Chili’s is leading the casual dining industry in the creation of the digital guest experience with the largest network of tabletop tablets in the country designed to give guests the ability to swipe and pay their bill on demand at the table and will soon launch the ability to pay for to-go orders with loyalty points. Joining Plenti marks another milestone in the brand’s effort to make the guest experience more convenient and offer customers greater flexibility to earn loyalty points with an expanded loyalty program.
“By joining the Plenti coalition, we’re taking our current loyalty program to the next level and giving our 4.4 million My Chili’s Rewards members greater value, more options and flexibility when it comes to earning and redeeming rewards,” said Krista Gibson, chief marketing officer for Chili's Grill & Bar. “Plenti allows us to reach a much larger population of potential guests through a very effective and efficient communication channel, while continuing to reward Chili’s most loyal guests.”
"We're excited to have Chili's onboard as the first restaurant in Plenti's line-up given their strong focus on the guest experience and commitment to bringing greater value to loyal customers," said Abeer Bhatia, EVP and CEO of U.S. Loyalty, American Express. "By expanding into the restaurant category with another well-known brand, we're introducing a great way for members to earn and use points at Chili's and across multiple Plenti partners. We continue to grow our next generation loyalty program and make it more exciting and rewarding for our customers."
Plenti is designed to offer consumers greater choice and savings potential through a cross-category rewards platform. To sign up for Plenti, consumers can visit participating partner locations, Plenti.com or download the Plenti mobile app, which is available at both the Apple App Store and Google Play. The program is free to join and there is no limit to the number of points a member can earn. One thousand points translates to at least $10 in savings, and Plenti members can earn points faster by activating special promotional offers on Plenti.com and by shopping via the online marketplace.
Plenti is a U.S. coalition loyalty program comprised of widely known companies, which include: American Express, AT&T, ExxonMobil, Macy’s, Nationwide, Rite Aid, Direct Energy, Enterprise Rent-A-Car and Hulu. Plenti is designed to offer consumers greater choice and savings potential through a multi-category rewards platform. For more information, visit: www.plenti.com or connect with Plenti on Facebook.com/PlentiRewards, Twitter.com/PlentiRewards, Instagram.com/PlentiRewards and YouTube.com/PlentiRewards.
Chili’s® Grill & Bar is the flagship brand of Dallas-based Brinker International, Inc. (NYSE: EAT), a recognized leader in casual dining. Chili's offers a variety Fresh Tex and Fresh Mex favorites at more than 1,550 locations in 31 countries and two territories. In addition to Chili's, Brinker owns and operates Maggiano's Little Italy®. For more brand-related information, visit chilis.com.