Kura Sushi Launches Tiered Loyalty Program
Kura Sushi updated its Kura Sushi Rewards mobile app in October 2026, creating three tiers and adding more flexibility over redeeming points for menu items.
Kura Sushi has replaced its legacy point-based rewards program with a three-tier membership structure offering tiered earning rates and enhanced redemption options. The company rolled out an upgraded Rewards app with Yellowfin Tuna, Bigeye Tuna and Bluefin Tuna membership levels on October 6, 2026. New members now receive an instant free soft drink instead of the previous 300 bonus points welcome offer.
Customers earn points on dine-in purchases and orders placed in the app or online. The amount of points earned per dollar spent now varies by membership tier, a shift from the old system which gave a flat 10 points per dollar. Redemption options have also been standardized. Across all tiers, members can redeem a $5 reward or a free side for 500 points, and free select noodles for 1,000 points.
The new program structure is detailed in the table below.
| Tier Name | Points to Attain | Earning Rate (per $1) | Birthday Benefit |
|---|---|---|---|
| Yellowfin Tuna | Starting level | 10 points | Select dessert |
| Bigeye Tuna | 20,000 points | 11 points | 500 points |
| Bluefin Tuna | 30,000 points | 12 points | 1,000 points |
Charlie Nguyen, the digital marketing and strategy manager at Kura Sushi USA, explained the rationale. "We reshaped our rewards program with the main intention of putting the power of choice in our guests’ hands," he said.
Industry Context
The change aligns with a trend among major restaurant chains updating loyalty programs to include tiers and experiential rewards to deepen customer engagement. Several restaurant chains, including Charleys, Panera Bread and Tropical Smoothie Cafe, have recently moved their points-based programs toward tiered structures or added rewards for experiences.
Business Impact
Despite rising costs pressuring margins, operational improvements helped offset some impact, and the new program aims to increase average checks and member-driven sales growth. Hajime Uba, president and CEO of Kura Sushi, noted the financial pressure. "During the fiscal third quarter, costs of goods sold as a percentage of sales was 200 basis points higher than last year," Uba stated.
Operational discipline helped offset much of this impact and improved restaurant-level margins by 90 basis points compared to the prior year. The company believes expanding membership rewards could help boost Kura Sushi’s average checks, which are already growing faster among members versus non-members. Kura Sushi is working toward improving margins and returning to its historical 20% restaurant-level operating margins.
