Editor’s note, May 2026: This article was first published in February 2023. We updated it to reflect Red Royalty’s current rewards, tiers and app experience.

Red Rooster is an Australian fast food restaurant chain founded in 1972. It specialises in roast chicken, chicken burgers and fried chicken. Its range includes whole roasts, half roasts, wraps, burgers, salads, beverages and desserts. It is owned and operated by parent company Craveable Brands, which also owns Oporto and Chicken Treat.

Last weekend, I found out Red Rooster had a loyalty program, Red Royalty. I saw a poster promoting the program while waiting in the drive-thru.

Joining Red Royalty

When the Red Rooster app has been downloaded and opened for the first time, the user can swipe across to view a screen which prompts the member to join Red Royalty by offering a free Red Rooster voucher. Another swipe will display another message promoting Red Royalty. This message advises that as a member you can earn Red Royalty dollars with every purchase and redeem for free food.  

The sign-up process takes less than a minute online and it is free to join. Members will need to provide their mobile number, email, and full name to register. Once members verify their account, they receive a welcome reward. Red Rooster says the welcome voucher expires after 14 days. Members can redeem it online or at participating Red Rooster restaurants.

Red Royalty online experience

Members can scan the Red Rooster app when they visit a store. They can also log in when ordering online. This allows members to earn and redeem Red Royalty dollars across eligible transactions. Members can also view their membership tier on a progress tracker located in the ‘Profile’ section. They will also be able to see their royalty dollars in this section.

Red Royalty membership tiers

Red Royalty has four tiers: Red, Silver, Gold, and Platinum. Each order brings the member closer to a higher status and more rewards. Below are the benefits on offer for each tier:

The loyalty program design makes it easy for a member to understand how to reach the higher tiers. For a transaction to qualify as a visit, the member needs to spend a minimum of $5. Therefore, a member could become a Platinum member after 25 visits while only spending $125. This status tier structure makes it easy to access the higher tiers – a visit every two weeks is unlikely to be perceived as excessive.

Members can also see the earn rate on royalty dollars increases as they move up to higher tiers. Red Rooster now gives clearer guidance on Red Royalty tier movement. Tiering is assessed daily based on transactions from the previous 365 days.

Silver requires 7 to 12 visits in the past 365 days. Gold requires 13 to 24 visits. Platinum requires 25 or more visits. This rolling structure gives members a clearer view of how to move up. It also shows what they need to maintain status.

Email communications

Since joining the program, I haven’t been bombarded with email communications – I only received a welcome email confirming I signed up and advising what my welcome voucher included.

The second email communication I received was after I updated my date of birth in my account – this was to ensure I get my birthday gifts in the future. Afterwards, I received an email with the subject line “Account Details have been changed”. However, the detail within the email was incorrect. It stated that I updated my name instead of my date of birth.

Sending an email with incorrect information can confuse members and potentially harm the brand. Establishing guidelines that control the quality of emails being sent to members helps meet the measures of success for the Marketing team.

Last thoughts

Red Royalty has improved its tier clarity since this article was first published. The program now gives members clearer guidance on how tier movement works. The email issue still shows why quality control matters. One incorrect message can confuse members and reduce trust.

Red Royalty still uses progress well. Its tier structure encourages members to keep moving towards the next reward utilising the endowed progress effect and goal gradient effect.

Looking to step up your loyalty program strategy?

Our loyalty consultants have helped global brands take the critical steps to design effective loyalty programs and support ongoing evolution. Make your brand stand out by contacting us to talk with our expert loyalty consultants to understand how we can help you create a loyalty program strategy that keeps your customers coming back.