Moving Beyond the Transaction: Why Loyalty is About Soul, Not Just Points

ft. Andrew Rebhun, Chief Experience Officer at CAVA

This week on the Soul and Science podcast, Andy Rebhun, Chief Experience Officer at CAVA, joins us to unpack the real power behind loyalty. In an era of subscription fatigue, where consumers delete apps without a second thought, Andy offers a refreshing perspective: if your loyalty program feels purely transactional, customers will treat your brand like a commodity, not a choice.

The real science behind CAVA’s success is rooted in rewarding connection over frequency. Their most compelling proof point: a first-of-its-kind status-matching program that honors the loyalty status guests have already earned with airlines and hotels. It’s a powerful acknowledgment of the person behind the data point and a sophisticated way to build immediate trust. While points may be the currency, it’s the emotional connection that keeps a brand top of mind.

We also explore how CAVA maintains its “Mediterranean warmth” as it scales rapidly.

Here are a few ways they do it:

The Love Button: Empowerment at the register, allowing team members to “surprise and delight” guests who may be having a rough day.

The Oasis Tier: An unannounced, elite level of service that mimics a concierge experience rather than a digital coupon book.

Human-Centric Tech: CAVA uses technology as a behind-the-scenes engine, not a front-facing replacement. Data powers smarter decisions, such as subject line optimization and operational efficiency, while kiosks are deliberately kept off the front line. The goal: let the tech work quietly in the background so human warmth stays front and center.

Ultimately, Andy and Cava’s goal is to make the brand a reliable “bright spot” in a customer’s routine. It’s a reminder that we’ll know we’ve gotten loyalty right when our guests don’t just shop with us, they actually miss us when we’re gone.

When your team is proud of the culture, the guests become your strongest advocates.