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Tuesday, July 19, 2005

Longest-running loyalty program

MasterFoodServices has the longest running loyalty program in the industry. Company lore has it that the program was started just after WWII and the original (and only) rewards were ladies hosiery and men's white Arrow shirts. Today the Uncle Ben's Premium Points Program continues to involve thousands of loyal operators who mail in tokens clipped from from their individual rice packets.

If you are an FSR sponsor and know Tim Farno or Rodney Naylor personally, please bend their ears about the benefits of a coalition approach next time you see them. After analyzing 10 million cases claimed across 60 brands, you are familiar with a key benefit of joining
Foodservice Rewards: Participating brands acquire twice as many new operators from the pool of enrolled members as they add each month, something that can't be achieved with a solo program.

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