Union Square Hospitality Group (USHG) is expanding its partnership with guest engagement platform Thanx. 

Thanx will now power three USHG brands: Daily Provisions, an all-day neighborhood kitchen, Blue Smoke, a barbecue joint and Marta, a Roman-inspired pizzeria and wood-fired grill. 

By partnering with Thanx, the hospitality group will deploy new iOS and Android apps featuring a revamped loyalty program and ordering experience. The enhanced programs provide insight into purchasing behaviors, enabling more personal communication and stronger relationships with guests. 

“At USHG, we’re always searching for technology that enhances the hospitality experience,” said Kelly MacPherson, chief technology officer at USHG. “With Thanx, we’re able to find creative ways to reward and build brand loyalty and meet our guests where they are.”

 Additionally, brands can benefit from Thanx’s proprietary credit card integrations and CRM-integrated online ordering that accelerate customer data capture. 

 “Thanx is thrilled to be selected by USHG as their loyalty and guest engagement partner. We have been fans of Danny Meyer’s approach to hospitality for years. Thanx is excited to work with the entire USHG team to build bespoke digital experiences that are as unique and elevated as their brands,” said Zach Goldstein, CEO and founder of Thanx.

Founded by Danny Meyer in 1985, USHG has grown into a multi-brand hospitality powerhouse, expanding beyond the walls of its restaurants to include a learning and development consultancy, Hospitality Quotient, a catering and events division, and Enlightened Hospitality Investments (EHI), a growth fund.