2.5.2025
Torchy’s Tacos, the beloved brand behind “Damn Good Tacos,” has chosen PAR Punchh, a leading loyalty and engagement platform by PAR Technology Corporation (NYSE: PAR), to elevate its guest experience and create deeper connections with its fans. Together, they’ve launched Torchy’s Tacos Rewards, a dynamic loyalty program that combines personalization, surprise-and-delight campaigns, and seamless functionality to transform how guests interact with the brand.
Since its launch in October 2024, Torchy’s Tacos Rewards has already captured the attention of more than 1 million members, offering them tailored rewards, exclusive surprises, and new ways to engage with their favorite taco brand. By combining creativity with innovative technology, the program delivers a loyalty experience as bold and unique as the Torchy’s brand itself. Guests are treated to perks like Welcome Queso & Chips and Birthday Queso & Chips— fan favorites that add an extra layer of celebration to every milestone. Dynamic frequency challenges, such as earning bonus points for visits, trying specific food items, or reaching spending milestones, keep the experience fresh and engaging, ensuring there’s always something exciting to look forward to.
“When we set out to create Torchy’s Tacos Rewards, we knew we needed more than just a loyalty program—we needed a platform that matched the bold spirit of our brand,” said Thai Tran, CTO of Torchy’s Tacos. “With Punchh’s expertise and technology, we’ve built something that truly reflects the unique Torchy’s Tacos experience. Our guests are loving it, and we’re just getting started.”
Savneet Singh, CEO of PAR, added. “Torchy’s Tacos isn’t just raising the bar for guest experiences—it’s smashing it. With Punchh’s platform and strategic collaboration, we’ve built a loyalty program that doesn’t just reward guests, it creates an experience they’ll keep coming back for. Torchy’s Tacos Rewards blends innovation and the brand’s unmistakable personality to make every interaction memorable. This is where tech meets tacos.”
Torchy’s required a loyalty solution that could meet their ambitious goals and provide the flexibility to deliver exceptional guest experiences. With PAR Punchh, they gained cutting-edge technology and strategic guidance to design a loyalty program that stands out in a crowded marketplace. Punchh’s team worked closely with Torchy’s to develop a custom-tailored structure that aligned with their business goals and guest preferences. Moving away from the limitations of manual processes, Torchy’s Tacos Rewards now leverages real-time automation to execute on-demand campaigns. From automated customer journeys that keep engagement fresh to A/B testing creative offers and challenges tailored to different guest segments, the program delivers a level of personalization that feels hand-crafted for each member.
Since its launch, Torchy’s Tacos Rewards has driven increased guest satisfaction and engagement, with members spending more and visiting more frequently than ever. The program’s innovative features include the ability to scan receipts for missed check-ins— ensuring members never miss out on rewards—and a flexible points-based system that lets guests redeem points for the rewards they value most.
The launch of Torchy’s Tacos Rewards demonstrates how strategy-driven technology and creative design can work hand in hand to transform guest engagement. With the flexibility of PAR Punchh’s automated platform, Torchy’s now delivers real-time, on-demand campaigns that surprise and delight guests while staying true to the brand’s bold and iconic identity. Members enjoy more than just tacos—they’re rewarded with tailored perks, exclusive access, and memorable experiences that keep them coming back for more.
