San Churro revamps membership programme, launches new direct delivery service

The chain also revealed an upcoming partnership with Google.

Australian dessert franchise San Churro has launched its revamped membership programme El SOCIAL and a new direct delivery service, resulting from partnerships with Redcat and DoorDash.

The refreshed loyalty programme showcases a new interface and host of features such as a digital membership card, live status updates on both earned points and rewards available, transaction history, a San Churro store locator and online ordering.

El SOCIAL members will also receive personalised offers to pair with purchases based on Redcat’s behaviour data.

As part of San Churro’s online delivery strategy with DoorDash in VIC, NSW and QLD, a one-touch dessert ordering service has been now integrated into el SOCIAL, with more developments teased.

“We evaluated the market – and, forming these new partnerships with technology specialists Redcat and DoorDash were an absolute must. The services available by them both were in line with the direction of our business, and Redcat in particular counts a strong network of third parties they’ve worked with for progressive integration,” San Churro CEO Giro Maurici said in a media release.

With over 250,000 members having transitioned into the new programme, the franchise has also launched its ‘Biggest Giveaway Ever’ campaign, consisting of four weeks of exclusive offers to existing and new el SOCIAL members, including the opportunity to win 200,000 loyalty points and $1 million in ‘Churro Cash’ by loading $5 into every members’ accounts to use on select churros menu items in the final week.

By the end of the month, San Churro will also launch its newest partnership with Google, allowing customers to order food for pickup straight from Google Search or Google Maps.

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