Pizza Hut, a subsidiary of Yum! Brands Inc. (NYSE: YUM), relaunched its Hut Rewards program on April 21, transforming the traditional points-based system into a membership platform that combines rewards with exclusive experiences.

The revamped program allows members to earn points on eligible purchases and redeem rewards on digital orders. Members also gain access to exclusive merchandise drops and experiences beyond standard transactions.

During March Madness, Pizza Hut tested the new format by offering members exclusive Space Jam x Pizza Hut merchandise tied to the franchise's 30th anniversary, which sold out completely. The campaign included in-app merchandise drops and interactive digital games accessible only to program members.

"Hut Rewards has evolved beyond a points-based membership to a platform built to unlock ongoing value and access for our fans," said Ashley Travis, Head of Growth Marketing at Pizza Hut. "During March Madness, we saw our vision come to life by offering exclusive, member-only Space Jam merchandise drops and interactive digital games that drove consumers to the Pizza Hut app."

The program includes expanded earning opportunities through challenges and bonus point promotions, along with an expanded rewards catalog. Members can join for free through the Pizza Hut app or website.

Pizza Hut operates nearly 20,000 restaurants across more than 110 markets and territories. The company reports that over half of its worldwide transactions come from digital orders.