New CMO upping Yoshinoya Japanese Kitchen's digital game

Yoshinoya America, known for its Japanese-inspired rice bowls, has launched its first loyalty program, Yoshinoya Rewards, as well as digital ordering for delivery or carryout through the Yoshinoya App, website and its delivery platform providers: DoorDash, Postmates and Uber Eats.

"In the current climate, it was particularly pressing to speed up the development of our online ordering platforms and give guests additional ways to order ahead for takeout, or have their favorites delivered straight to their doorstep with just a few taps," Chief Marketing Officer Kim Freer said in a press release. "Building on the recent brand refresh, including a new ordering process that allows customization and the integration of digital menu boards, we're methodically focused on upping Yoshinoya's digital game in 2020."

Kim Freer joined Yoshinoya America in March after serving as VP of brand Mmarketing for Blaze Pizza.

Yoshinoya Rewards, created in partnership with Punchh and Olo, gives guests access to exclusive deals and allows them to earn points on every purchase, which can be redeemed for free food. Guests are rewarded with five points for every $1 spent. To start earning points, guests can download the Yoshinoya App or sign-up online.

In celebration of its mobile app launch for iOS and Android devices, Yoshinoya is also hooking up its fans with a free regular bowl with the purchase of a drink when they download the app.

Lastly, expanding on its drive-thru and takeout options, Yoshinoya is also available for on-demand delivery. Partnering with DoorDash, Postmates and Uber Eats, guests can order delivery through Yoshinoya's app, website or these partners. Additionally, fans may even order through the brand's Instagram page, by clicking the "Order Food" button. With safety as a top priority, guests can request contactless delivery and will receive their food in tamper-evident packaging.

"It's of the utmost importance that we continue to innovate, providing real time solutions to best serve our guests safely," said Freer, who joined Yoshinoya America in March after serving as VP of brand marketing for Blaze Pizza.

Dating back to 1899 with the opening of its first restaurant in Tokyo, Japan, Yoshinoya operates more than 2,000 restaurants in Japan, Mainland China, Shanghai, Taiwan, Hong Kong, Singapore, Philippines and the United States, including over 100 locations in California.