Portillo's Launches Loyalty Program—Without an Application
Published: March 9th, 2025.
Portillo’s, the beloved fast-casual chain famous for its Chicago-style hot dogs and Italian beef, has finally launched a loyalty program. But there’s a catch—it doesn’t come with an app.
During a time when every brand seems to have its app collecting dust on consumers’ phones, Portillo’s is taking a different route. Their new Portillo’s Perks loyalty program skips the traditional app experience altogether, instead living inside customers’ digital wallets. It’s a bold move that directly tackles the growing problem of app fatigue while rethinking how restaurant loyalty should work.
How Portillo's perks work
Portillo’s Perks is all about frequency and habits, unlike traditional point-based systems. Customers earn rewards by visiting more often and ordering their favorite items—not by hoarding points they’ll forget to redeem. The program also introduces badges as mini-achievements, from the “First Bite” badge for new members to the “Top Dog” award for high-spending regulars.
Here’s the real selling point: no app download is required. Instead, guests simply add their digital Perks card to their Apple Wallet or Google Wallet, making it instantly accessible without the hassle of passwords, updates, or notification overload.
Michael Osanloo, Portillo’s CEO, sees this as a game-changer. “The digital wallet approach allows us to truly personalize offers, so we’re able to surprise and delight our guests,” he said. Meanwhile, CIO Keith Correia highlighted the frictionless experience: “No extra apps to download, no passwords to remember.”
It’s a fresh take on loyalty programs that raises an important question for business owners: Is the era of brand-specific apps ending?
App fatigue is real—and it's costing businesses
If your inbox constantly buzzes with “Download our app for exclusive rewards!” you already know the problem. App fatigue happens when consumers are overwhelmed by the sheer number of apps they’re expected to install, manage, and engage with.
Most brands launch an app with high hopes, only to see it buried on page three of a customer’s home screen—unused, forgotten, or worse, deleted. The numbers back it up: user retention for branded apps is shockingly low, with most people abandoning them after just a few uses.
This creates a massive cost problem for businesses. Developing and maintaining an app isn’t cheap; if customers aren’t actively using it, that’s money wasted. Portillo’s solution? Skip the app entirely and meet customers where they are—inside their digital wallets.
Is skipping an app the right call?
While Portillo’s move makes sense for tackling app fatigue, going app-free isn’t without risks. Here’s why:
- Limited customer engagement: Apps allow brands to interact with customers in ways digital wallets don't. Push notifications, mobile ordering, and in-app exclusives are all tools that Portillo’s won't have direct control over
- Not everyone uses digital wallets: While Apple and Google wallets are becoming more common, many customers don't actively use them. That could limit the reach of the loyalty program
- Less data and analytics: A major advantage of loyalty apps is tracking customer behavior in detail. Without an app, Portillo's might lose out on some of those insights, making it harder to refine and optimize their offers
So, will it work?
Portillo’s bet against app fatigue is a bold one. By eliminating a common friction point, they could attract more users to their loyalty program without the headache of app downloads and maintenance. But will it limit their ability to engage customers in the long run?
Only time will tell. If customers embrace Portillo’s Perks, other brands may follow suit, ditching apps in favor of seamless digital wallet experiences. But if engagement is low or users struggle to access their rewards, Portillo might reconsider the app route.