FRIMA has launched a brand-new benefit for American Express: Dining by Amex. By capitalizing on cardmembers’ strong interest in food and drink, we created a concept that builds loyalty and strengthens the brand.
Most loyalty programs offer rewards. Few make people look forward to them. The difference isn’t in the value, but in the currency: points are a transaction; a table at the right restaurant is an evening you’ll remember. That’s where we started.
Since its launch in 2021, Dining by Amex has become one of Amex’s most successful initiatives—and a key strategy for retaining and engaging members.
FRIMA has developed the concept and manages it on an ongoing basis as the connecting link between Amex and the restaurant industry. This work requires speaking two languages simultaneously: that of the global brand and that of the individual restaurateur. We are responsible for selecting participating restaurants—about 60 leading restaurants across the country—and for ensuring that the partnership feels just as natural to the restaurateur as it does to the guest. A restaurant doesn’t participate just for the sake of the logo; it does so because it adds something special to the evening.
It’s business development at the intersection of branding and hospitality: a loyalty program based not on points, but on experiences worth looking forward to.
