Urban Egg Launches New Digital Guest Experience

The casual daytime eatery partners with Thanx to create a more personalized, connected guest experience.

Apr. 16, 2026 at 9:15pm by

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A minimalist studio still life photograph featuring a ceramic coffee mug, a wooden egg carton, and a polished metal spatula, all arranged elegantly against a clean, monochromatic background to convey the refined, polished aesthetic of the Urban EGGsperience program.The new Urban EGGsperience program aims to extend Urban Egg's signature hospitality beyond the restaurant through a thoughtfully designed digital loyalty platform.San Francisco Today

Urban Egg, a Colorado-born casual dining concept known for its chef-driven brunch and commitment to hospitality, has launched Urban EGGsperience, a new digital guest platform built with Thanx. The program is designed to extend the warmth and personalization of the Urban Egg dining room into every guest interaction, rewarding customers with a playful 'Yolks' currency redeemable for perks and experiences.

Why it matters

With 90% of Urban Egg's sales happening in-restaurant, the brand needed a platform that could meet guests where they already are and deepen the in-person connection servers create every day. Urban EGGsperience is a natural extension of Urban Egg's hospitality, giving the brand a way to deliver personalization to guests beyond their four walls.

The details

Urban EGGsperience is built around the guest relationship, drawing on feedback from operators including general managers, servers, baristas, and back-of-house team members. The program is designed to turn first visits into lasting habits, with new members earning Bonus Yolks for coming back within 30 days and again for a third visit. Guests can sign up by scanning a QR code on menus and tables, with no app required, though one is available for those who prefer it.

  • Urban EGGsperience launches on April 16, 2026 across all Urban Egg locations.

The players

Urban Egg

An award-winning elevated daytime restaurant where locally sourced ingredients meet bold culinary creativity, known for its vibrant spaces and scratch-made menu.

Thanx

The loyalty and guest engagement platform for restaurants that helps brands grow customer lifetime value by turning retention into a strategic, measurable growth driver.

Cassie Pinckney

VP of Marketing at Urban Egg.

Zach Goldstein

CEO of Thanx.

Randy Price

Founder of Urban Egg.

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What they’re saying

“This isn't a traditional loyalty program. Urban EGGsperience is a natural extension of our hospitality. Our operators played a key role in bringing it to life by testing the experience, voting on the name, and helping define what resonates most with our guests. With Thanx, we're able to deliver that same level of personalization to our guests beyond our four walls.”

— Cassie Pinckney, VP of Marketing at Urban Egg

“Loyalty is a business outcome, not a program. You don't get loyal guests by launching a loyalty program. You get them by repeatedly doing things that make guests feel valued, known, and connected to a brand while designing every touchpoint in the guest relationship to reinforce that feeling. Urban Egg already does this in their dining rooms every day, but Urban EGGsperience is how they now do it at scale.”

— Zach Goldstein, CEO of Thanx

“When we started Urban Egg, our goal was simple: to create a better breakfast experience through exceptional food and genuine hospitality. That purpose continues to guide everything we do today. We're excited to introduce Urban EGGsperience, our new digital experience designed to extend that same level of care beyond the restaurant. It's simple to use, thoughtfully designed, and filled with meaningful perks and one-of-a-kind experiences we know our guests will love. We couldn't be more excited to bring this next chapter to our guests.”

— Randy Price, Founder of Urban Egg

The takeaway

Urban Egg's new Urban EGGsperience program represents a forward-thinking approach to guest engagement, leveraging digital tools to extend the brand's signature hospitality beyond the four walls of its restaurants. By putting the guest relationship at the center and designing every touchpoint to reinforce that connection, Urban Egg is setting a new standard for how restaurants can build lasting loyalty in the digital age.