Case Study: The Ruby Slipper achieves 1,000+ member sign-ups in three weeks and powerful customer insights with Thanx

The Ruby Slipper took their sign-ups to the next level by using a multi-layered strategy

The Ruby Slipper, a beloved breakfast–brunch–lunch cafe with five Gulf Coast locations, knew they had a loyal following but had no reliable data to identify who their best customers were as they grew. Faced with "data blindness" across locations, they needed a way to enroll guests in a loyalty program and capture customer insights to inform operations and marketing.

Working with Thanx (launched April 2016), they used a multi-channel rollout — targeted email campaigns, in‑store staff training and incentives, local press, and social media — to drive signups. The program signed up over 1,000 members in the first three weeks and 1,500 within six weeks (with 10% submitting NPS/feedback), revealing that the top 10% of guests generate 58% of revenue and enabling the brand to tailor VIP offers and business decisions accordingly.

Ruby Slipper

Jennifer Weishaupt

Owner