Culver’s Birthday Club 2024

Culver’s Birthday Club 2024

Culver’s Birthday Club

Culver’s is a restaurant brand founded in 1984 known for its ButterBurgers and frozen custard desserts. There are now over 700 Culver’s locations across 25 states primarily in the Midwest and South regions of the United States. The restaurant is popular for its made-to-order menu items including burgers, chicken, fish, and sandwiches along with its frozen custard creations.

Details of Culver’s Birthday Club Program

Culver’s offers a birthday club program where customers can join their e-club mailing list to receive a free frozen custard near their birthday each year. Members provide their contact information including email and birthday to Culver’s database. Then approximately one week before their birthday, Culver’s emails the member a coupon that is valid for one free small frozen custard on their birthday.

Benefits for Customers of Joining Culver’s Birthday Club

Culver’s Birthday Club 2024

The key benefit for customers who join Culver’s Birthday Club program is receiving a free small frozen custard near their birthday each year. As frozen custard creations can range in price from $2.50 to $5 depending on size and toppings, this provides worthwhile savings. Additionally, members will receive other promotional offers and deals from Culver’s periodically through their email communications.

Analysis of Culver’s Birthday Club Program

Marketing Strategy Behind the Program

The Culver’s Birthday Club program follows a common loyalty club and birthday marketing strategy seen across various restaurant and retail brands. Offering a small FREE birthday treat incentivizes customers to join their database and frequency of return visits throughout the year. The database then allows Culver’s to better target customers with promotions tailored to their profile and past purchases.

Customer Data Collection Aspect

While providing the freebie, a key component is that members must provide their details like name, email, mailing address, and birthday. This allows Culver’s to build a robust customer profile database with demographic and purchase data. The database enables more effective direct marketing communications and offers throughout the year via email. It cultivates loyalty by associating positive memories and experiences with the Culver’s brand around customers’ birthdays.

Additional Value for Culver’s Beyond Free Treat Costs

While the free frozen custard coupon costs Culver relatively little per customer, the far greater value is in acquiring consented customer data profiles. These profiles enable highly targeted digital and direct marketing, frequent customer programs, and insights into customer demographics, purchase behaviors, etc. This assists Culver’s longer-term marketing, operations, and business strategies. The birthday program is a clever customer acquisition and retention tactic at a fairly low-cost point.

Culver's - Culver's of Bloomington, IN - W 3rd St. and S. Cory Lane - Order  Online


In summary, Culver’s Birthday Club program follows a smart digital loyalty club strategy across the quick-service restaurant industry and other sectors. It succeeds in driving trials, frequency, and repeat visits by offering a small free birthday treat incentive. Further, acquiring robust customer profiles and engagement through digital membership provides Culver with greater strategic value through highly targeted campaigns across channels. It offers customers an annual chance to enjoy a birthday Culver’s dessert at no cost. Overall the program seems mutually beneficial for both Culver’s and members.