Wow Bao innovates rewards with NFT-backed loyalty, digital collectibles

by James · May 30, 2023

Fast-casual Asian concept Wow Bao expands its footprint in the metaverse with the imprint of exclusive Digital CollectaBaos.

An enhancement to the existing points-based Bao Bucks loyalty program, CollectaBaos or “NFTs” gives customers access to the new Hot Buns Club where members receive benefits such as 10 percent off online orders and merchandise, double Bao Bucks points and chances to win additional NFTs are, free meals and more.

Basically, the tokens, designed by NFT artist, ManoverMars, aka MoM, are a unique digital membership card for the loyalty program, which can be purchased for $99 dollars a year.

Last November, Wow Bao released its gradual web3 strategy that included NFT-based collectibles and far out concepts that have yet to emerge, such as metaverse slots.

“Wow Bao has always been a pioneer in enhancing the dining experience with technology, paving the way for today’s innovations to become mainstream,” said Geoff Alexander, president and CEO of Wow Bao. “By creating a digital collector’s club, Wow Bao enhances the daily loyalty program and welcomes all diners to the future.”

Wow Bao calls each of its NFT expressions “courses” and in each course new benefits will be added. Although this is an NFT-based loyalty program, the chain is following the trend of swaying away from web3 terminology in light of some negative connotations surrounding NFTs in the past year, such as concerns regarding fraud, the environment, etc. – and is instead focusing on CollectaBaos to be a collector’s item people can own. The company also does not require a crypto wallet to purchase CollectaBaos.

To make the new NFT-based membership club happen, Wow Bao teamed up with Devour as its web3 ordering partner, Flaunt to create its digital collectibles and continued work with Paytronix, which runs the current Bao Bucks rewards program.

Wow Bao’s entry into the digital collectible is just the latest move in exploring technology and finding unique ways to drive engagement and loyalty. The company continues to see growth in its virtual darkroom program, which has grown to over 700 locations since 2020. It was also an early adopter of self-order kiosks and fully automated animated front-of-house cubbies.

Looking ahead to future rates, the company plans to experiment with new benefits and LTOs for members to have direct access to.