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February 26, 2020

Long John Silver’s taps Blackhawk Network for gift card programme

Long John Silver’s, an American restaurant chain specialising in seafood, has turned to payments provider Blackhawk Network to introduce a gift card programme.

The restaurant will use Blackhawk’s network to facilitate physical and digital gift card sales.

The gift card programme management of Blackhawk covers a range of aspects including fraud reduction, inventory management, card distribution, as well as gift card marketing promotions.

Blackhawk Network GVP, business development, Jennifer Philo said: “Gift cards are the number one consumer gift preference and have a multitude of other applications, so leveraging all available sales channels can be a key competitive differentiator.”

Under the agreement, the gift cards will be sold in physical retail outlets, as well as online and in apps.

The aim of the programme is to expand the brand reach of the restaurant.

For the initiative, Blackhawk also tied up with Alliance Cost Containment – the management firm overseeing the gift card programme.

Long John Silver’s vice president of Marketing Christopher Caudill said: “Long John Silver’s partnered with Blackhawk to better serve our guest’s needs, reach a wider audience, and elevate our gift card programme.

“Our aim is to make sure gift cards are available where our guests shop daily and Blackhawk provides that visibility.”

In announcing the partnership, Blackhawk Network cited a research.

Of those surveyed in the study, 64% said that they purchased gift cards in-store from third party retailers including grocery stores.

Besides, 29% of the respondents said that they purchased gift cards from third party retailers online.

In November 2019, Blackhawk launched its new series of gift cards under Happy Cards brand.

Earlier last year, Tesco For Business selected Blackhawk to manage its UK corporate gift card programme.

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