Dickey's Barbecue Pit gamifies loyalty program with Spark Adriatic

The rollout includes three initial titles: Memory, Big Yellow Cup Flip Challenge, and Catcher. These games are designed to incentivize frequent app interaction, rewarding patrons with points that can be redeemed toward future barbecue purchases. CEO Laura Rea Dickey noted that the initiative aims to provide a more rewarding experience for the brand’s most loyal guests by turning routine app usage into a form of entertainment.

This shift toward gamification reflects a broader trend in the retail sector where mobile platforms are becoming the primary interface between brands and consumers. By embedding these mechanics directly into the loyalty ecosystem, the company seeks to capitalize on the high volume of digital traffic already passing through its application.