Urban Egg, the Colorado-born casual dining concept known for its chef-driven brunch and its commitment to genuine hospitality, today announces the launch of Urban EGGsperience, a new digital guest platform built with Thanx, the loyalty and guest engagement platform for restaurants. The program launches April 16th across all Urban Egg locations, designed to extend the warmth and personalization of the Urban Egg dining room into every guest interaction that follows.
Unlike traditional loyalty programs built around transactions, Urban EGGsperience is purpose-built around the guest relationship, drawing on feedback from operators, including general managers, servers, baristas, and back-of-house team members. With 90% of Urban Egg's sales happening in-restaurant, the brand needed a platform that could meet guests where they already are and deepen the in-person connection servers create every day.
“This isn’t a traditional loyalty program,” said Cassie Pinckney, VP of Marketing at Urban Egg. “Urban EGGsperience is a natural extension of our hospitality. Our operators played a key role in bringing it to life by testing the experience, voting on the name, and helping define what resonates most with our guests. With Thanx, we’re able to deliver that same level of personalization to our guests beyond our four walls.”
Most loyalty programs start when a guest pulls out their phone. Urban EGGsperience begins the moment a guest walks through the door and is designed to make every interaction after feel like a continuation of the same relationship while giving them a personalized reason to come back.
"Loyalty is a business outcome, not a program," said Zach Goldstein, CEO of Thanx. "You don't get loyal guests by launching a loyalty program. You get them by repeatedly doing things that make guests feel valued, known, and connected to a brand while designing every touchpoint in the guest relationship to reinforce that feeling. Urban Egg already does this in their dining rooms every day, but Urban EGGsperience is how they now do it at scale."
The new Urban EGGsperience rewards guests with “Yolks,” a playful currency redeemable in a choose-your-own Marketplace. Options range from complimentary drinks and entrees to skipping the waitlist, exclusive merch, and even a "Yolk’s Elite Brunch," a special in-restaurant experience reserved for the brand’s top five annual earners and five of their friends or family. Members also enjoy a free entree during their birthday week, with every reward designed to feel genuinely worthwhile.
The program is built to turn first visits into lasting habits. New members earn Bonus Yolks for coming back within 30 days, and again for a third visit, encouraging guests to make Urban Egg part of their regular routine. Guests can sign up by scanning a QR code on menus and tables for instant access with no app required, though one is available for those who prefer it.
“When we started Urban Egg, our goal was simple: to create a better breakfast experience through exceptional food and genuine hospitality. That purpose continues to guide everything we do today,” said Randy Price, founder of Urban Egg. “We’re excited to introduce Urban EGGsperience, our new digital experience designed to extend that same level of care beyond the restaurant. It’s simple to use, thoughtfully designed, and filled with meaningful perks and one-of-a-kind experiences we know our guests will love. We couldn’t be more excited to bring this next chapter to our guests.”
Urban Egg's partnership with Thanx followed a rigorous evaluation of the competitive landscape, informed in part by Pinckney and Urban Egg CFO Zach Bell's prior experience launching a Thanx-powered program at a previous restaurant brand.
"Launching a loyalty program at a full-service, dine-in restaurant is a fundamentally different challenge than fast casual," said Pinckney. "At my previous brand, over 50% of orders were digital. At Urban Egg, 90% of our guests are sitting down in our dining room. Thanx gave us the flexibility to build a program around our reality, not just what works for someone else's model."
Among the capabilities that set the platform apart are a powerful, flexible loyalty program with intuitive self-service controls; deep app customization to reflect Urban Egg's visual identity and brand voice; and a proven track record of acting on operator feedback.
"Thanx has grown significantly since we first worked together," Pinckney noted. "The level of enhancement to the platform, from in-dining-room activation tools to AI-powered segmentation, has been remarkable. It's a platform that grows with you."
“From the agency perspective, bringing this program to life with our client-partners and the Thanx team has been another fantastic collaboration,” added Dan Bejmuk, Dreambox CEO and co-founder.
Kyle Barry, Senior Client Engagement Owner leading the account at Dreambox adds, “The Thanx platform combined with the Urban Egg team’s proven vision is a remarkable addition to the brand’s toolset that pairs beautifully with our team’s creative capabilities.”
Prior to Urban EGGsperience, Urban Egg had limited visibility into guest behavior. Urban EGGsperience consolidates multiple channels into a unified guest profile, enabling Urban Egg to identify its most valuable guests, personalize outreach, and measure what actually drives a second visit. Research consistently shows that the third purchaser is 10 to 12 times more valuable than the first. Every decision in Urban EGGsperience is designed to get guests there.
About Thanx
Thanx, Inc. is the loyalty and guest engagement platform for restaurants. Thanx helps brands grow customer lifetime value by turning retention into a strategic, measurable growth driver. Thanx captures 5-10x more transactions than legacy solutions and uses that data to power personalized marketing, real-time lifecycle automation, and seamless digital experiences. 90% of Thanx customers grow first-party digital sales in year one, with most seeing 50% or more growth. Headquartered in San Francisco, Thanx was founded in 2011. For more information, visit www.thanx.com.
About Urban Egg
Urban Egg is an award-winning elevated daytime restaurant where locally sourced ingredients meet bold culinary creativity. Known for its vibrant spaces and scratch-made menu, Urban Egg transforms breakfast, brunch, and lunch into memorable experiences rooted in genuine hospitality and community connection. With locations across multiple states and growing, Urban Egg continues to redefine the daytime dining experience. For more information, visit urbanegg.com.
About Dreambox
Dreambox is the digitally-inspired advertising agency that has grown over 150 different multi-unit restaurant concepts through the past 25 years. Having supported brands from Yum!, Panda, Darden, Landry’s and Delaware North as well as growth concepts such as Urban Egg, Velvet Taco, Grimaldi’s Pizzeria and JINYA Ramen Bar; Dreambox is based in Los Angeles. For more information, visit www.wearedreambox.com.
Media Contact
Madeleine Nasch
Proof PR
madeleine@proof-pr.com
