mySmileage(TM) Immerses Menchie's Customers in World Filled with 'Sweet' Rewards

Integrated Loyalty and Email Program Brings Brand to Life Wherever and Whenever Customers Crave More Menchie's

May 03, 2011 // Franchising.com // ENCINO, Calif. – The brand that has redefined America's frozen yogurt experience with industry-leading innovation has taken another significant step to set itself apart.

Menchie's, the nation's fastest growing self-serve frozen yogurt chain with more than 70 stores coast to coast and plans to open over 100 stores in the next six months, announced last week the launch of mySmileage, an innovative loyalty and email marketing platform tailored to meet the growing affinity Menchie's commands from its cult-like following nationwide. Offering simple online signup at menchies.com, through Facebook and Twitter, as well as in-store with as little information as a mobile phone number, mySmileage puts a unique spin on traditional frequent flier programs that airline companies offer consumers.

"This is the beginning of a whole new world for Menchie's rapidly growing fan base. Their loyalty is second to none and they've told us time and time again that they can't get enough Menchie's. mySmileage provides them access to Menchie's fun-loving spirit and vibe anytime they want," said Amit Kleinberger, CEO of Menchie's Global Headquarters. "mySmileage gives our customers a way to interact with our brand in a way that they simply can't do with any other company. Special rewards are tailored to their preferences and our online platform lets customers immerse themselves in a Menchie's world filled with unexpected surprises."

Within its first week, Menchie's mySmileage program has registered over 40,000 cardholders across all of its 72 nationwide stores. In addition, Menchie's has already spread over 328,500 "Smiles" (or rewards) to its customers, and plans to celebrate one million cardholders by the end of the year, making it one of the most successful rewards programs in the QSR industry.

With an undeniable stronghold on the frozen yogurt segment as the destination for families, Menchie's mySmileage reflects the brand's commitment to the kid in all of us. Mirroring the brand's loveable characters led by Menchie and his friends, and echoing the in-store environment complete with a collection of options to help keep kids engaged such as an oversized chalkboard, mySmileage will create an environment of interactive games and activities that have been created to capture the imagination. Members will be able to meet and engage with Menchie and his friends who will be introduced through mySmileage in a newly created online environment.

"mySmileage has been designed to let our customers live out their love for Menchie's. It hits home with our customers in way that advances our mission to 'make you smile'," added Kleinberger. "Menchie's fans will be able to connect with the brand because we're offering them something they value."

Members of the mySmileage program earn one "Smile" for every dollar spent in stores. Each time a customer earns 50 "Smiles," Menchie's automatically loads $5 in Menchie's money onto their mySmileage card. Customers can pick up their mySmileage cards at Menchie's stores, receiving both a plastic wallet card and key chain card presented in a "Passport" with an explanation of the program. At the time of payment, customers can present their card or provide the cell number they registered with to earn points.

The unique Menchie's in store experience allows customers to help themselves to an unlimited mix of yogurt and toppings with more than 100 rotating yogurt flavors from cake batter and pomegranate tart to chocolate silk and vanilla snow, and more than 70 rotating toppings including fresh fruits, granolas, nuts, an assortment of candies and hot fudges. Menchie's uses the highest quality frozen yogurt at all of its locations globally, made exclusively through its own private label. Furthermore, Menchie's frozen yogurt contains live and active cultures and has received the Live and Active Culture (LAC) seal indicating its endorsement by the National Yogurt Association.

About Menchie's

Menchie's mission statement is "we make you smile." Menchie's achieves this by providing customers with the opportunity to create their own unique combinations from over 100 rotating yogurt flavors and 70 rotating toppings, until their perfect mix is made. Catered towards families and children, Menchie's provides an interactive store experience, enjoyable music, and relaxing indoor and outdoor seating areas where family and friends gather. Menchie's franchisees are actively involved in the community, donating thousands of dollars to local school programs and charitable organizations. In July 2010, Menchie's was awarded 1st place in Restaurant Business Magazine's annual 'Future 50' list, ranking it the fastest-growing franchise in the restaurant industry. Menchie's has more than 70 locations open, with an additional 120 currently in development, and is poised to total more than 180 locations by the end of the year. Menchie's has also begun international expansion, with two stores open in Canada, and has plans to operate stores in Japan, Mexico, Australia, Costa Rica, United Kingdom, Puerto Rico, Morocco, Egypt, Saudi Arabia, United Arab Emirates, Qatar, Kuwait, India, China and New Zealand. For more information, including franchising opportunities, visit www.menchies.com.

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