Jimmy John’s has overhauled its loyalty into JJ Rewards, awarding 10 points per dollar with clear item-based redemptions, while Krystal has launched its first systemwide scheme, Club Krystal, on the same earn rate. Both move QSR loyalty toward transparency and precision value, offering members predictable rewards and brands cleaner data to drive frequency, spend and long-term engagement.
(Image Source)
GLOTwo heritage U.S. brands made notable loyalty moves this week—one relaunching, one launching—both built on transparent, points-for-spend value.
Jimmy John’s: from surprise perks to clear points.
The sandwich chain has replaced Freaky Fast Rewards with JJ Rewards, a points-based model awarding 10 points per US$1 and a visible redemption ladder spanning sauces, sides, drinks, desserts and sandwiches. The stated aim: simpler choices, faster rewards, and tighter control of discounting. Existing members are being migrated automatically.
A published redemption chart shows low-value redemptions starting at 150 points (e.g., Kickin’ Ranch), mid-tier items like a pickle or chips at ~400 points, “favourite” subs around 1,500 points, and premium/toasted builds at ~1,700 points—making value explicit and predictable for guests. Early comms also highlighted a 600-point launch boost for members (enough for a premium side) as the programme went live.
Strategically, moving to fixed points lets the brand align rewards with margin targets and rein in ad-hoc discounting while nudging frequency and habit formation—especially in a price-sensitive environment. Industry coverage frames the shift as part of a wider pattern across foodservice where structured loyalty underpins value without blanket price cuts.
Krystal: first system-wide programme, built for frequency.
Krystal has introduced Club Krystal across its estate, also at 10 points per US$1 with redemptions from 500 points and catalogue examples including Double Cheese Krystal (1,000 pts), Classic Chik (1,500 pts) and Chili Cheese Fries (1,650 pts). Sign-up currently includes US$3 off a US$12+ order, with progress tracking and redemption in-app or by phone number at POS/drive-thru.
The company positions the launch to lift visit frequency and average check; press reports cite a top redemption at 1,800 points for the Scrambler Bowl, signalling a broad earn-and-burn ladder from small treats to full meals. Beyond points, members can expect birthday treats, targeted offers, and app conveniences (store locator, referral rewards).
Why these moves matter.
Both brands are converging on three pillars: (1) clarity (fixed earn rate, visible reward menu), (2) personalised control (ability to tune reward economics by item), and (3) data utility (cleaner first-party signals from app/POS for targeting). The result is value that feels tangible to guests but is financially programmable for operators—an approach observers note is increasingly replacing “surprise-and-delight” mechanics across QSR.
Practical details at a glance.
-
Earn rate: 10 pts/US$1 (both brands).
-
Entry rewards: JJ Rewards launch bonus (reported 600 pts); Club Krystal sign-up US$3 off US$12+.
-
Redemption floor: JJ Rewards from 150 pts (sauces); Club Krystal from 500 pts.
-
Catalogue highlights: JJ sandwiches around 1,500–1,700 pts; Krystal items at 1,000–1,650 pts; Scrambler Bowl 1,800 pts.
-
Channels: App and web ordering; scan or phone number at register/drive-thru (Krystal).
Takeaway
By anchoring rewards to specific items and price points, both programmes make value legible, reduce guest confusion, and give brands granular levers to manage cost-to-serve. For Jimmy John’s, codifying benefits should preserve brand positioning while rewarding habitual spend; for Krystal, a modern earn-and-burn foundation plus app engagement creates the data spine for targeted promos and LTV growth. Different starting points, same direction: precision-targeted value over guesswork as QSR loyalty matures.
Commentary by GLO
Disclaimer: Press release
© Press Release 2025
Send us your press releases to news@globalloyalty.org
Press releases originate from external third-party providers. This website does not have responsibility or control over its content, which is presented as is, without any alterations. Neither this website nor its affiliates guarantee the accuracy of the views or opinions expressed in the press release.
The press release is intended solely for informational purposes and does not offer tax, legal, or investment advice, nor does it express any opinion regarding the suitability, value, or profitability of specific securities, portfolios, or investment strategies. Neither this website nor its affiliates are liable for any errors or inaccuracies in the content, nor for any actions taken based on it. By using the information provided in this article, you agree to do so at your own risk.
To the maximum extent permitted by applicable law, this website, its parent company, subsidiaries, affiliates, shareholders, directors, officers, employees, agents, advertisers, content providers, and licensors shall not be liable to you for any direct, indirect, consequential, special, incidental, punitive, or exemplary damages, including but not limited to lost profits, savings, and revenues, whether in negligence, tort, contract, or any other theory of liability, even if the possibility of such damages was known or foreseeable.
The images used in press releases and articles provided by 3rd party sources belong to the respective source provider and are used for illustrative purposes in accordance with the original press releases and publications.
Disclaimer: Content
While we strive to maintain accurate and up-to-date content, Global Loyalty Organisation Ltd. makes no representations or warranties of any kind, express or implied, about the correctness accuracy, completeness, adequacy, or reliability of the information or the results derived from its use, not that the content will meet your requirements or expectations. The content is provided “as is” and “as available”. You agree that your use of the content is at your own risk. Global Loyalty Organisation Ltd. disclaims all warranties related to the content, including implied warranties of merchantability, fitness for a particular purpose, non-infringement, and title, and is not liable for a particular purpose, non-infringement, and title, and is not liable for any interruptions. Some jurisdictions do not allow the exclusion of certain warranties, so these jurisdictions may not apply to you. Global Loyalty Organisation Ltd. Reserves the right to modify, interrupt, or discontinue the content without notice and is not liable for doing so.
Global Loyalty Organisation Ltd. shall not be liable for any damages, including special, indirect, consequential, or incidental damages, or damages for lost profits, revenue, or use, arising out of or related to the content, whether in contract, negligence, tort, statute, equity, law, or otherwise, even if advised of such damages. Some jurisdictions do not allow limitations on liability for incidental or consequential damages, so this limitation may not apply to you. These disclaimers and limitations apply to Global Loyalty Organisation Ltd. and its parent, affiliates, related companies, contractors, sponsors, and their respective directors, officers, members, employees, agents, content providers, licensors, and advisors.
The content and its compilation, created by Global Loyalty Organisation Ltd, are the property of Global Loyalty Organisation Ltd. and cannot be reproduced without prior written permission.
