When Jenn McMillen began her role as Vice President of Guest Loyalty and Insights at Nothing Bunt Cakes in November 2024, she was tasked with the enormous responsibility of jumpstarting a loyalty program that was essentially dormant.
Launched nationally two months earlier in tandem with the launch of the company’s new app, Bundt Rewards was a loyalty program in name only, as McMillen describes it.
“We went national in September of 2024, but we literally didn't have an onboarding series, and we didn't even have offers,” she said. “So, we launched this loyalty program, and nobody did anything with it.”
For Nothing Bundt Cakes, her expertise came at the right time. McMillen first established herself in the loyalty industry in 1998, at age 27, when she launched Blockbuster Awards, the rewards program for the iconic video rental chain, Blockbuster.
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