MOOYAH has built its reputation on better burgers—made-to-order with premium ingredients and cooked on a real grill, not a flattop. With over 100 worldwide, the fast-casual burger chain has cultivated a loyal following through its commitment to quality and customization.

MOOYAH operates with a very low discount rate—less than 5%—which has helped sustain a financially healthy business. When they do extend discounts, it’s typically through rewards offered to loyalty members. Over the past several years, they tested two particularly aggressive sign-up promotions, one of which went as far as giving away a free burger upon enrollment. After partnering with Bikky, MOOYAH was eager to uncover whether those offers were merely attracting one-time deal seekers or if they were actually driving the acquisition of valuable, long-term loyalty members.

In the two years prior to partnering with Bikky, MOOYAH experimented with two different loyalty sign-up offers. The first iteration rewarded new members with a free burger on their first visit upon signing up. While this offer saw strong redemption rates, and was effective in driving sign-ups, they had concerns that giving away a reward on the first visit was attracting one-and-done value seekers—guests who would sign up, claim their free burger, and never return. 

"Our assumption going in was that giving a reward on the first visit might attract deal-seekers—guests who come once for the free food and never return. That's a common concern in restaurant loyalty programs—giving something away without any return traffic." 

Anecdotal feedback from local stores echoed the team’s worries. After a year of running the offer with no visibility into guests’ long-term behavior—and thus no way of disproving their hypothesis—the MOOYAH team cautiously pivoted to a less aggressive alternative.

To continue to drive loyalty acquisition they launched a new offer: guests would receive a free burger on their next visit after signing up for loyalty. But in the immediate wake of this change, they saw a measurable decline in traffic and first-time guests. 

Without Bikky, the team’s only metric for comparing the offers’ success was redemption rate. But that didn’t tell them anything about how each offer affected guest behavior in the long term. Was their hypothesis correct about deal-seekers taken advantage of the first offer? What was the difference in lifetime value between customers who redeemed one offer vs. the other?

The MOOYAH team needed concrete data to understand which offer truly performed better across the full guest journey—from sign-up, to redemption, to repeat visits and beyond.

Once they onboarded Bikky, MOOYAH was able to analyze how guests had behaved since redeeming the offer. They had visibility into which guests came from which offer and the full customer journey for both groups—return rate, average check size, frequency, and lifetime value.

The data from Bikky revealed performance differences that told a far more complete story than redemption rates alone—and challenged the team’s expectations about the first offer’s ability to win new repeat guests for the brand. 

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Free Burger on 1st Visit:

• Drove 7x more redemptions than the 2nd Visit offer
• Created more immediate revenue
• Best for reach, trial, and lead gen

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Free Burger on 2nd Visit:

• Attracted higher-quality guests who were more likely to return
• Delivered stronger revenue per guest
• Better suited for retention or winbacks, not mass acquisition

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Bikky's data showed that the first visit offer didn't just generate more redemptions—it created a pathway to repeat business. The most significant revelation was that the fear of attracting "deal-seekers" was largely unfounded. New guests who redeemed the first offer showed meaningful return rates, demonstrating that the free burger served as an effective trial mechanism rather than a one-time transaction magnet.

MOOYAH used these findings to develop a data-backed strategy for how they could use each offer to achieve their broader goals as a business. The first offer’s effectiveness with first-time guests made it an optimal tool for growing brand awareness and reach. As MOOYAH is currently in a stage of rapid growth and expansion, they decided to reinstate this offer for new loyalty sign-ups, recognizing its superior performance in driving new guest trial and volume.

However, the team also identified strategic applications for the second offer. While less effective for mass acquisition, the delayed reward structure proves valuable for specific use cases: seasonal promotions, lapsed guest reactivation campaigns, and specialized onboarding flows where higher guest quality is prioritized over volume.

"We're leaning back into the 1st Visit offer right now—because we're in growth mode and it performs best for new guest trial and volume. And now we know it's not just a throwaway promo—it actually drives return visits."

The transformation in MOOYAH's loyalty strategy demonstrates the power of replacing assumptions with data-driven insights. Before onboarding a CDP, the team would have been limited to comparing basic redemption totals and making educated guesses about guest behavior. Partnering with Bikky enabled them to move from surface-level metrics to strategy backed by concrete guest behavior data and a clear understanding of ROI. Going forward, guest data will be a key part of how MOOYAH tests, measures, and improves its loyalty efforts—so they can maximize cost efficiency while delivering more of the classic flavors, fresh ingredients, and made-to-order dishes their loyal guests love.