Episode 737

Bakers Delight - Winner of Best Loyalty Program Launch (Archive Episode) (#737)

Published on: 15th January, 2026

Today we are re-publishing back one of our most popular episodes as our planned episode has been delayed for technical reasons and now also available to watch on www.Loyalty.TV and listen on Let's Talk Loyalty

Bakers Delight won their award for Best Loyalty Program Launch at the 2023/2024 Awards, so we are delighted to share this story with you today.

Our guest is Lucila Braga, who was previously the Head of Digital Customer Experience for Bakers Delight, with overall responsibility for their “Dough Getters” program.

As a brand, quite simply, Baker’s Delight sells freshly baked bread and they’ve been doing so around the country since 1980.

Their loyalty programme is also super simple as you’ll hear in today’s conversation.

Listen to hear the power of simplicity as a winning formula for both customers and program operators.

Hosted by Paula Thomas

Show notes:

1) Lucila Braga

2) Bakers Delight

3) Dough Getters

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About the Podcast

Let's Talk Loyalty
“Let’s Talk Loyalty” is an industry podcast for loyalty marketing professionals.

If you work in loyalty marketing, join us every week to learn the latest ideas and marketing insights from loyalty specialists around the world.

Check out our website on: http://www.letstalkloyalty.com/

About your host

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Paula Thomas

Paula Thomas is the Founder and CEO of Let’s Talk Loyalty and Loyalty TV.

Paula Thomas is an award-winning podcaster who founded the “Let’s Talk Loyalty” podcast and business in 2019, and Loyalty TV in 2023.

She has over twenty-five years blue-chip marketing experience, including almost a decade leading consumer loyalty programmes in multiple sectors including telecommunications, the energy sector, banking and airline loyalty programmes.

She is from Ireland and lives in Dubai.

Paula is a former judge for the “International Loyalty Awards”, and the author of the book “Driving Loyalty in Convenience Retail”.

She holds an Executive MBA from Smurfit Business College, one of Ireland’s top universities, and is a “Certified Loyalty Marketing Professional”.

In 2025, she was chosen as the International Loyalty Industry Personality of the Year.