Technology
April 17, 2025
Olo, a restaurant technology provider, and Thanx, a guest engagement and retention platform for restaurants, are partnering to combine guest loyalty data from Thanx with Olo Engage — a suite of guest engagement tools unlocking automation and personalization capabilities for restaurant brands. The integration builds upon a long-standing partnership between Thanx and Olo, which began in 2018, said Zach Goldstein, CEO of Thanx.
“Thanx’s unique approach to loyalty helps brands get away from rote, untargeted discounts,” he said in a company press release. “Combined with Olo’s powerful guest data platform, restaurants now have the ability to drive hyper-personalized outreach, recover missed loyalty enrollments, and engage even more customers personally — whether in their loyalty program or not.”
Florida-based Sonny’s BBQ, which has 100 locations, is one of the first brands to take advantage of the integration.
“We’re thrilled to see the partnership between Olo and Thanx grow even stronger,” Katie Love, VP of Marketing at Sonny’s BBQ, said in the release. “The existing integration already delivers a seamless digital ordering experience integrated with our loyalty program, and this next phase takes it even further. By making it even easier to welcome more guests into our rapidly growing loyalty program, we’re creating more meaningful connections and unlocking even greater value for both our franchisees and the guests we serve,”
By sharing customer data from Thanx to Olo, the integration gives restaurant brands a comprehensive view of guest behavior, combining insights from Thanx loyalty programs alongside Olo data gathered from orders, POS, payments, reservations, feedback and Wi-Fi marketing. The approach allows restaurants to make data-driven decisions, optimize guest experiences and drive higher loyalty program enrollment and retention, according to the release. Benefits of the integration include:
- Complete view of every guest: Access and act on unified profiles of guests and gain deeper insights into guest behavior and spending patterns.
- Hyper-targeted, data-driven marketing: With the data of Olo Engage’s GDP, identify and target guests who visit but haven’t joined the loyalty program, turning missed opportunities into conversions.
- Personalized, in-store experiences: Create exclusive, personalized experiences that align with your brand, drive profitability, and enhance the guest experience with rich contextual information.
- Automated, personalized customer journeys: Engage guests with multi-step automated campaigns triggered by loyalty behaviors, ensuring relevant and timely engagement.
- Smarter marketing decisions with Engage analytics: With Engage’s reports and analytics, operators can track guest growth and channel performance — including loyalty — across every location, driving smarter marketing decisions.
- Faster path to value: With a track record of 95+ joint customers, Olo and Thanx can streamline the implementation process and launch 40% faster than other loyalty partners, according to the release.
