Loyalty Program Rewards Tied to Tournament Action

Jason's Deli is launching "Deli Dollars Goal Rush," a limited-time promotion that awards free food and loyalty points to rewards members whenever the U.S. Men's National Soccer Team scores during the World Cup. The campaign could distribute more than $10 million in free items and over 30 million bonus points nationwide.

The promotion runs beginning June 12 for members who enroll in the Deli Dollars loyalty program by June 10. Rewards are automatically deposited following qualifying matches and redeemed during select weekend windows.

Tiered Reward Structure

The reward structure escalates with each goal:

- First goal: Free Strawberry Shortcake with purchase
- Second goal: 25 bonus Deli Dollars points on weekend check-in
- Third goal: Free soup with purchase
- Fourth goal: 25 bonus points on weekend check-in
- Fifth goal: Free Club Sandwich with purchase
- Sixth goal: 25 bonus points on weekend check-in

"When the U.S. Men's National Soccer Team scores, our guests score, too," said Blake Parker, chief food innovation officer at Jason's Deli. "Deli Dollars Goal Rush is all about bringing fans together, celebrating the excitement of international soccer and treating our loyal guests in a big way. We all want to see Team USA advance as far as possible, so we're doing our part to cheer them on while giving our guests a way to win multiple times."

Catering Options for Watch Parties

The Beaumont, Texas-based chain is also promoting ready-to-serve catering packages for World Cup watch parties, including the Ultimate Party Pack (serves up to 12 with sliders, meatballs, veggies, dips, and chips), the Gather & Graze Charcuterie Box, and the Ultimate Salad Bar Box. Additional offerings include dessert, sandwich, and wrap trays.

Why It Matters

The promotion reflects a broader trend of QSR chains leveraging sports moments to drive loyalty program engagement and foot traffic during key seasonal periods. For operators, the model demonstrates how tied rewards—conditional on external events—can create multiple visit occasions and strengthen member participation. Jason's Deli's structure also highlights the operational value of using sports calendars for promotional planning during peak entertaining seasons.

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Written by FBM Publications Editors