Dubai-based virtual kitchen Sweetheart Kitchen launches loyalty programme

Virtual kitchen platform Sweetheart Kitchen has launched a loyalty programme to award their customers with immediate “data-based” rewards.

Sweetheart Kitchen is a delivery-only multi-brand virtual kitchen owning a portfolio of more than 25 quick-service concepts including Wingo, Avocado Bravo, Affordabowls and Training Day.

The programme presents Sweetheart Kitchen customers on both Zomato and Talabat with immediate rewards for orders above Dhs50. Customers who order from the same brand within 14 days will also be rewarded with menu items. Sweetheart Kitchen says the loyalty programme is backed by customer behavior information, real-time analysis, and algorithms.

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The launch of the new rewards scheme follows the unveiling of Sweetheart Kitchen’s Driver Meal Programme, a CSR initiative aiming at distributing at least 500 meals monthly to delivery drivers in Dubai.

The ongoing programme is supported by several FMCG brands, including HORECA Trade, Hotpack, MH Enterprise, Al Rawdah, Coke, and NRTC.

“As we continue to build up our backend technology, we will enhance and improve the functionality and the reward mechanism,” said Adib Samara, VP, Global Brand and Marketing of Sweetheart Kitchen.

“Today, we can incentivise particular behavior such as increasing Average Order Value (AOV) and Frequency of Purchase. Tomorrow’s functionality will allow us to drive different behaviour,” he added.