• Toppers’ new Upper Crust Society loyalty program features the tongue-in-cheek tagline, “Rewards Exclusively for Everyone.”
• Indianapolis Colts running back Jonathan Taylor, a Toppers franchisee, will help promote the program on social media.

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Toppers Pizza, with nearly 70 franchises in 12 states, has launched a new loyalty program called “The Upper Crust Society.” The program is designed to reward the brand’s best customers with deals and savings on Toppers’ pizza and Topperstix.

The Upper Crust Society is a loyalty program like many others in the sense that customers can earn points with each purchase and redeem those points for discounts on Toppers products. But in a press release, Toppers said its program is “wholly unique … in its attitude and understanding of exactly who its customers are. The Society is for those who don’t typically join exclusive fancy-pants clubs and understand that the finer things in life don’t need to be expensive.”

“We are very excited to launch The Upper Crust Society for our passionate and loyal customers,” said Greg Wold, vice president of marketing at Toppers. “The program’s tongue-in-cheek tagline, ‘Rewards Exclusively for Everyone,’ is meant to make members feel like they are a part of something welcoming and fun without all the crap that typically comes with an exclusive club. And they get rewarded for eating something they love.”

Members of the program will earn one point for every dollar spent. For every 100 points, they’ll receive a $10 reward they can use toward any Toppers menu items. Toppers is also rewarding new Upper Crust Society members with a free order of Topperstix when they sign up for the program, and they are automatically entered to win free Topperstix for life. The program also has referral and birthday rewards for customers throughout the life of their membership.

Related: Why customers might be suspicious of your restaurant’s loyalty program

Customers can track all of their purchases, points and rewards through the Toppers website.

“Toppers Pizza fans are very passionate about our product and order it over and over again,” said CEO Scott Gittrich. “This program is built to show those folks how much we appreciate and value them. It just makes sense for our brand and our customers. It’s also just very Toppersesque to juxtapose an exclusive club with QSR pizza, it should be a lot of fun!”

Toppers Pizza will use its loyal fans and select influencers to promote The Upper Crust Society and build excitement for the program through social media. One of those influencers is Jonathan Taylor, NFL running back for the Indianapolis Colts and a Toppers Pizza franchisee. Taylor and other social media influencers will use their platforms to promote the program with videos, incentives and challenges.

“I’m thrilled to be a part of the Toppers organization, and this loyalty program will only add more value and excitement for our already amazing fans,” Taylor said. “We’ll be active on social media over the coming months to get the word out and get people excited about everything they can earn through the program.”