Increasing retention with Toast Cash

• iOS/Android design
• 0 to 1 strategy
• User research
• Competitive analysis
• Brainstorm Facilitation

My role: Lead Product Designer in collaboration with Product Manager, and Engineers.

Problem: Toast wanted to improve guest retention and increase repeat visits across its restaurant network. While individual restaurants had their own loyalty programs, there was no way to build loyalty across the broader Toast ecosystem or reward guests for choosing Toast restaurants more often.

Solution: We introduced the ability for guests to load Toast Cash into their wallet and earn cash back when they spent it at participating Toast restaurants. Unlike traditional restaurant loyalty programs tied to a single brand, Toast Cash gave guests an incentive to return to restaurants across the Toast network while saving money each time they dined

Outcome: 33% increase in guest retention among Toast Cash users receiving 5% cash back, 15% increase in order frequency among guests who purchased Toast Cash, 10,200+ self-load transactions during the pilot in Massachusetts area, 4,700+ restaurants enabled with Stored Value Toast Cash, 88% spend-to-load ratio.