Benjamin Franklin never served as America’s chief executive, but he looms over the Dead Presidents Club, a new three-tiered loyalty program offered by East Coast pizza chain &pizza.

Franklin sits atop the innovative rewards system in the gold tier, followed by Abraham Lincoln at the silver level and George Washington at the bronze level. Putting a randy old diplomat where you’d expect to find the rigidly upstanding “father of our country” is par for the course with &pizza, an irreverent brand that recently underwent some major changes, including the installation of a new CEO, Mike Burns.

The Dead Presidents Club aims to boost customer engagement through the tiered system focused on personalized rewards, according to a press release. It allows &pizza to tailor rewards based on individual buying habits while venturing beyond the standard discounts and pizza-for-points system that many chains use.

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“When we established &pizza, our vision was to create a concept that stands for and represents the greater good,” Patrick Barry, &pizza’s senior vice president of marketing, said. “Through our new loyalty program, the team aims to communicate this message to a more widespread audience, continuously engaging our valued guests who believe in the brand and its morals.”

At the Benjamin (gold) level, rewards include a birthday party package with 10 free pizzas and 10 drinks, plus one free pizza per month and a VIP Benjamin T-shirt. Lincoln (silver) members will be treated to a birthday dinner with two pizzas and two drinks as well as a monthly BOGO pizza offer and a VIP Lincoln T-shirt. It’s unclear what rewards are offered at the Washington (bronze) level, but anyone who signs up for the loyalty program receives a free pizza right away plus another free pie for their birthday.

&pizza has 55 locations in New York, Philadelphia, Washington D.C., Baltimore and Virginia.