Crystal Jade Culinary Concepts launches members club mobile app as brand enhancement

Crystal Jade Culinary Concepts Holdings has launched its Crystal Jade HK App for Club members with remote queuing and dining privileges, followed by a series of branding campaign.

Users can automatically register as member by downloading the Crystal Jade HK App, which offers members benefits at Crystal Jade La Mian Xiao Long Bao, and the Group’s flagship refined brand Crystal Jade Jiang Nan.

Customers who register as CJ Club members can enjoy remote queuing ahead of their visits and keep abreast of the latest news of Crystal Jade through the app. While those spending HK$350 at the first visit after registration or HK$950 cumulatively over 62 days are automatically upgraded to CJ Club VIP membership, enjoying priority queuing and joining a rewards points programme to redeem offers.

“The new mobile experience and loyalty structure are part of our brand enhancement for Crystal Jade Culinary Concepts in Hong Kong. It is our goal to uplift our in-store experience through the introduction of new services,” said Peter Cheong, general manager of Crystal Jade Culinary Concepts.

Shortening time for queueing and having discounts are major appeals to diners. Cheong said  that the app will help the Group to foster a closer connection with the customers.

Along with the launch of the CRM mobile app, Crystal Jade Culinary Concepts has also rolled out a branding campaign with outdoor billboard advertisements to promote the brand message: ‘Thoughtfully Crafted Shanghainese Cuisine’ – featuring four signature dishes with videos to elaborate the essence of brand.

Singapore-based Crystal Jade promotes authentic Chinese cuisine and culture at over 120 outlets across 30 major cities, including Hong Kong, across portfolio of mid-market Shanghainese bistro brand Crystal Jade La Mian Xiao Long Bao and flagship refined Chinese dining brand Crystal Jade Jiang Nan.