Union Square Hospitality Group Launches Loyalty and Engagement Progam Powered by Thanx for Three Restaurants Brands

Union Square Hospitality Group (USHG) has partnered with Thanx, the leading loyalty and guest engagement platform. As part of the partnership, Thanx will now deliver sophisticated loyalty and digital experiences for three of USHG’s beloved brands: Daily Provisions, an all-day neighborhood kitchen with locations across New York City, Blue Smoke, a barbecue joint that celebrates the culinary traditions of the American South, and Marta, a Roman-inspired pizzeria and wood-fired grill.

Founded by Danny Meyer in 1985, USHG has grown into a multi-brand hospitality powerhouse, expanding beyond the walls of its restaurants to include a learning and development consultancy, Hospitality Quotient, a catering and events division, and Enlightened Hospitality Investments (EHI), a growth fund.

With the ongoing Thanx partnership, the brands will be able to extend the group’s signature Enlightened Hospitality to more guests across their preferred channels both in-store and digitally. The launch includes a brand-new iOS and Android app complete with a revamped loyalty program and digital ordering experience for Daily Provisions. With the enhanced program, USHG gains insight into purchasing behaviors, enabling more personal communication and stronger relationships with guests.

Additionally, USHG brands benefit from Thanx’s proprietary credit card integrations and CRM-integrated online ordering, which accelerate customer data capture through frictionless digital experiences.

“At USHG, we’re always searching for technology that enhances the hospitality experience,” says Kelly MacPherson, Chief Technology Officer at Union Square Hospitality Group. “With Thanx, we’re able to find creative ways to reward and build brand loyalty, meet our guests where they are, and create raves.”

“Thanx is thrilled to be selected by USHG as their loyalty and guest engagement partner. We have been fans of Danny Meyer’s approach to hospitality for years. Thanx is excited to work with the entire USHG team to build bespoke digital experiences that are as unique and elevated as their brands.” explains Zach Goldstein, CEO and Founder of Thanx.”