Loyalty & CRM

A look at how I’ve helped grow engagement, repeat visits and member value across app platforms and loyalty programs.

New MyCarl’s App

How it Started

In July 2024, we launched the new MyCarl’s App — and my priority was making the transition as smooth and appealing as possible for our existing 100k members. I worked closely with our app developer on the migration plan, helped shape the customer journey and coordinated all comms to guide guests through the switch.

My role

To accelerate adoption, I introduced a Free Famous Star with Cheese sign-up offer and supported it with targeted EDMs, app pop-ups and paid social campaigns across Apple and Android. I also worked on a refreshed offer platform — including $4 Mondays, $5 Tuesdays and $6 Wednesdays — and helped relaunch this through a campaign I named “May Madness.”

The combination of value, clarity and well-timed communication made the rollout feel seamless and genuinely worthwhile for guests.

80K+ Members Transitioned

Smooth migration driven by clear communications and strong incentives.

+5% Incremental Transactions

Value-led offers helped drive sales uplift across multiple markets on our quieter trading days.

Black Friday Triple Crumbs promo

How it Started

With most Schnitz restaurants located inside major shopping centres, Black Friday was the perfect moment to give loyalty members a reason to choose us over the competition.

My role

I ran a 3× Crumbs points promotion for Crumb Collective members, supported by targeted app communications and in-store visibility. The goal was simple: intercept high-intent shoppers during the busiest retail day of the year and give them a real reason to revisit.