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Wow Bao was founded in 2003 by Lettuce Entertain You Enterprises (LEYE) — a privately held restaurant group founded in 1971. Since its inception, about 250 concepts have been created, and the organization has opened a number of restaurant concepts across the U.S. Currently, LEYE operates in 6 states and Washington, D.C., bringing nearly 160 different restaurants representing 62 different concepts to hungry customers.

Wow Bao is a quick-serve, fast-casual Asian brand offering steamed buns, pot stickers, rice and noodle bowls, salads, soups, and more. The brand has grown from solely brick-and-mortar restaurants to establishing locations in sports stadiums, on college campuses, and at music festivals. Wow Bao has also invested in food trucks, creating another opportunity to bring its brand to customers. Additionally, in the last three years, Wow Bao launched an incredible 700 virtual restaurants across the U.S. and Canada, partnering with other restaurant operators to prepare the food and have it delivered to diners through third-party delivery services like Uber Eats, Grubhub, and DoorDash.

Mark Johnson, CEO of Loyalty360, spoke with Geoff Alexander, President and CEO of Wow Bao, about transitioning from a strictly rewards-based program to an enhanced customer loyalty program, the brand’s new program featuring Wow Bao CollectaBaos, and how prioritizing hospitality — internally with employees and externally with consumers — creates customer loyalty.

Read the full interview on Loyalty360 here: https://loyalty360.org/content-gallery/in-depth-exclusives/wow-bao-from-the-kitchen-to-the-virtual-space-wow-bao-delivers-deliciousness-to-loyal-customers-en