The End of the Original Thanx App: What It Means for Restaurant Loyalty Programs

For years, the Thanx App has been a major player in restaurant and retail loyalty programs, offering customers an easy way to earn rewards across multiple businesses. But as consumer preferences and technology evolve, the company decided to retire its original multi-merchant app on March 15, 2025 in favor of merchant-specific loyalty apps.

This shift highlights a larger trend in the industry—restaurants and retailers are moving away from third-party loyalty platforms and instead investing in their own branded apps to build stronger, more direct relationships with customers.

Why Thanx is Shutting Down Its Original App

The decision to discontinue the original Thanx App comes as the company’s core business has changed dramatically. While the app has helped millions of customers earn over 60 million rewards, Thanx has now grown into a leader in restaurant and retail guest engagement software, powering custom-branded apps that are proving to be far more effective for businesses.

Some key takeaways from Thanx’s announcement:

✅ Multi-merchant loyalty apps are fading in favor of brand-specific programs

✅ Thanx now supports nearly 50 million users through individual merchant apps

✅ Tens of thousands of restaurants & retailers rely on Thanx’s white-label solutions

✅ In 2025, Thanx expects to process over $1 billion in transactions

This shift reflects a wider movement in restaurant technology—businesses want to own their customer data and create loyalty experiences tailored specifically to their brand rather than being part of a larger, shared platform.

The Bigger Picture: Why Restaurants Are Moving to Their Own Loyalty Apps

Thanx isn’t the only company making this move. Across the industry, we’re seeing more restaurants invest in first-party digital experiences rather than relying on third-party platforms. Here’s why:

🔹 Direct customer relationships – With a dedicated app, restaurants can engage with customers without intermediaries.

🔹 Better data ownership – Restaurants gain full access to customer insights, allowing for more targeted marketing and personalized promotions.

🔹 Stronger brand identity – A merchant-specific app creates a seamless, on-brand experience that reinforces customer loyalty.

🔹 More control over rewards – Businesses can customize loyalty programs rather than conforming to a third-party platform’s structure.

This transition is particularly important as customer acquisition costs continue to rise. Restaurants need to prioritize retention and increase repeat visits, and a dedicated app with a strong loyalty program is one of the most effective ways to do that.

What This Means for Thanx Users

If you’ve been using the original Thanx App, now is the time to transition. Thanx is encouraging users to download the merchant-specific loyalty apps for the restaurants where they’ve previously earned rewards.

Here’s what’s happening next:

🔹 The Thanx App will be removed from the App Store on March 15, 2025.

🔹 The app will continue to function for a short time after removal but will shut down entirely later this summer.

🔹 All unclaimed rewards will be deleted, but users can transfer them by logging into merchant-specific apps.

For restaurants that have been relying on the original Thanx App to manage their loyalty programs, this transition could be a wake-up call to invest in stronger first-party digital experiences. The success of Thanx’s new business model proves that owning the customer relationship is more valuable than ever.

The Future of Restaurant Loyalty Programs

Thanx’s decision to retire its original app is a clear sign of where the industry is heading. Restaurants that want to build long-term customer loyalty need to move beyond third-party platforms and focus on developing their own branded digital experiences.

This shift is about owning the customer journey, from first-time visits to repeat purchases. Restaurants that adapt will not only increase customer retention but also future-proof their business in an increasingly competitive market.

For any restaurant still relying on third-party loyalty programs, now might be the time to rethink your strategy and explore how a custom-branded loyalty app could drive stronger engagement and higher revenue.