By Orit Naomo and Gavriel Shohet, RTN staff writers - 8.8.2025
Loyalty programs are evolving again. After a decade dominated by branded mobile apps that rewarded guests for scanning receipts and placing mobile orders, a new wave of innovation is focusing on simplicity, speed and seamless integration. A growing number of restaurant brands are moving away from app-based models in favor of embedded loyalty programs accessible through digital wallets or point-of-sale systems.
Leading the charge is Chicago-based Portillo’s, which launched its Portillo’s Perks program in early 2025. Unlike traditional loyalty platforms, Portillo’s Perks lives in Apple and Google digital wallets. Guests tap their wallet pass at checkout—whether online, at the drive-thru, or in-store—to earn badges and unlock rewards ranging from free fries to exclusive offers. The program uses visit frequency and order behavior to personalize offers and eliminate common pain points associated with app-based systems.
The result has been impressive early traction. Portillo’s projected enrollment to reach between 1.5 and 1.7 million members this summer. Company leaders have emphasized that the app-free model removes barriers to participation and improves the guest experience while enabling more consistent engagement and high-quality first-party data capture.
Birdcall, a Denver-based fast-casual chicken chain, has taken a different but complementary approach. Its new loyalty system is built into its proprietary POS platform, Poncho, and relies on a guest’s phone number to track and trigger rewards. Once enrolled, customers can earn and redeem points across any order channel—drive-thru, kiosk, online, or in-store—with no need to download a separate app or create a login. Loyalty details are displayed directly on digital receipts and kiosks, enabling real-time feedback and encouraging continued participation.
Birdcall says it now collects loyalty data on nearly three-quarters of its total orders. The frictionless experience also supports the brand’s goal of scaling to 200 locations by 2028 while keeping guest engagement streamlined.
This trend reflects a wider shift in the industry. A June 2025 Market Leader Report from Informa Engage found that over 25 percent of operators with existing loyalty programs expressed interest in launching app-less alternatives. That level of interest is comparable to demand for subscription-based loyalty models and second only to AI-driven personalization, which 38 percent of respondents cited as a priority.
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Other major brands have embraced app-free loyalty as well. 7 Brew Drive Thru Coffee, one of the fastest-growing restaurant chains in 2024, has offered a non-app loyalty program since going national in 2021. The Cheesecake Factory launched Cheesecake Rewards in 2023 as a fully web-based experience that works without a standalone app. These platforms rely on digital sign-ins or online accounts and focus on delivering convenience and speed without sacrificing personalization.
App-free loyalty systems align closely with broader operational strategies. At Portillo’s, the digital wallet program complements the company’s shift to smaller-format stores with reduced square footage and an emphasis on self-service kiosks and digital ordering. At Birdcall, the POS-native loyalty model supports a modular tech stack designed for rapid deployment, efficient labor utilization, and centralized data intelligence.
The strategic appeal of these programs is clear. They reduce guest friction, improve adoption rates, eliminate login fatigue, and allow brands to deliver timely, behavior-based offers that feel relevant rather than transactional. At the same time, operators benefit from more consistent first-party data that can power smarter CRM campaigns and deeper customer insights.
While mobile apps still have a role in many brands’ digital ecosystems, app-free loyalty is emerging as a flexible and scalable alternative. As consumers grow weary of cluttered phone screens and time-consuming enrollment processes, embedded loyalty, whether through digital wallets or POS systems, offers a streamlined approach that aligns with how modern guests order, pay and engage. As the next wave of restaurant technology continues to unfold, app-free loyalty may prove to be one of the most quietly effective innovations in the restaurateur’s toolkit.
