Case Study: Velvet Taco achieves on-brand loyalty growth and increased digital revenue without discounting with Thanx

Discover how Velvet Taco delivers on-brand loyalty perks without discounting their brand

Velvet Taco, a Dallas-based fast-casual taco concept with 34 locations, needed a loyalty strategy that would support aggressive growth without eroding its brand with constant discounts. The team wanted robust guest data capture and personalized marketing to increase spend and frequency, drive direct ordering (not 3PD), and keep the program easy to manage for a lean marketing team.

Velvet Taco partnered with Thanx to launch The Velvet Room, a branded, non-discount loyalty program featuring tiered VIP perks, a hidden backdoor menu, a new app and web ordering, and tableside QR ordering — all backed by automation and analytics. Since launch the program drives ~30% of weekly revenue, adds roughly 4–5K signups per week, produced a 13% tier-up from a single campaign, increased digital check average by 6%, and reduced promotional spend while delivering richer customer data and stronger direct-order revenue.

Velvet Taco

Cassie (The original Manic Mum) Cooper

Director of Marketing