Salsarita's Throws Out Industry Playbook to Rethink Loyalty with Data-Driven Approach

Salsarita's Fresh Mexican Grill, with 65+ locations, relied on vendor data showing top 75th percentile performance, but store metrics didn't match. VP of Technology Laurens Pitts shared at an RTN Town Hall how the brand formed a cross-functional team to observe stores in person, discovering only one in four customers are loyalty members, and that high-frequency customers may not be digitally connected. Analyzing DoorDash heatmaps revealed dedicated customers living 5-10 miles away. The brand shifted focus to the three out of four customers not in the loyalty platform, balancing tech tools with operational awareness.