In a context where inflationary pressures continue to weigh on household budgets and consumers are seeking tangible value, Benny&Co. today announced the official launch of My B&CO., its new digital loyalty platform. With more than 80 restaurants across Quebec, the company is establishing a direct digital channel to strengthen its connection with customers, deepen its understanding of purchasing habits, and offer a more relevant and rewarding experience.
Benny&Co. is the only brand to roll out a program of this scale in Quebec’s rotisserie sector. Rather than complicating the experience with rewards tied to specific products, the company chose a simple and generous formula: the points belong to the member and can be used freely, whether to pay for their bill or access other rewards.
A strategic pillar for the years ahead
This initiative is part of a clear vision: to evolve the relationship with customers while continuing the tradition of closeness and generosity that has defined the Benny family since 1960. Benny&Co. has invested several hundred thousand dollars in the development of My B&CO., in collaboration with Valtech, which specializes in innovation through experience, and the loyalty marketing agency stratLX.
“My B&CO. is a strategic pillar that will transform the way we interact with our customers over the long term. We are not simply launching an app—we are building a lasting relationship with our customers. The platform will allow us to better understand their purchasing habits, particularly in restaurants, and offer more relevant benefits. We took the time to build a solid tool capable of evolving with our customers for decades to come,” said Nicolas Filiatrault, Chief Executive Officer of Benny&Co.
By January 2027, Benny&Co. aims to reach 200,000 registered members and estimates that the platform could generate more than $20 million in revenue.
Bringing generosity beyond the plate
In a market where large chains have accustomed consumers to complex programs or rewards tied to specific promotional products, Benny&Co. has chosen a different approach: simple, flexible, and transparent. Beyond discounts, members will have access to contests, experiences, exclusive perks, and the ability to contribute to the Fondation Benny&Co. by converting their points into donations.
“Consumers want to save money, be recognized, and enjoy experiences that reflect who they are. My B&CO. responds to all three realities. We built this platform around a simple guiding principle: the more a member participates, the more they benefit from Benny&Co.’s generosity. The app becomes a personal space where offers adapt to each person’s purchasing habits. The program also includes a progression path that unlocks additional perks as loyalty grows,” said Gabrielle Gingras, Vice-President of Marketing at Benny&Co.
My B&CO. is based on a simple and transparent principle: one dollar spent equals one point, and 50 points equal one dollar in rewards. There are no membership fees and no minimum purchase requirements. The My B&CO. app is now available on the App Store and Google Play.
