This episode is sponsored by Phaedon.

Download their 2026 research paper on Humanizing Loyalty here now.

Today we are re-publishing back one of our most popular episodes as our planned episode has been delayed for technical reasons and now also available to watch on www.Loyalty.TV and listen on Let's Talk Loyalty

Bakers Delight won their award for Best Loyalty Program Launch at the 2023/2024 Awards, so we are delighted to share this story with you today.

Our guest is Lucila Braga, who was previously the Head of Digital Customer Experience for Bakers Delight, with overall responsibility for their “Dough Getters” program.

As a brand, quite simply, Baker’s Delight sells freshly baked bread and they’ve been doing so around the country since 1980.

Their loyalty programme is also super simple as you’ll hear in today’s conversation.

Listen to hear the power of simplicity as a winning formula for both customers and program operators.

Hosted by Paula Thomas

Show notes:

1) Lucila Braga

2) Bakers Delight

3) Dough Getters