From island vibes to digital success: How L&L Hawaiian Barbecue scaled loyalty and sales with LoyaltyPlant
From Hawaii’s shores to hundreds of locations across the U.S., L&L Hawaiian Barbecue’s journey is a masterclass in blending tradition with innovation. This is the story of how, together with LoyaltyPlant, they built a digital guest experience that drives loyalty, boosts sales, and keeps the Aloha spirit alive at scale.
What makes a restaurant not just survive, but thrive in today’s competitive market?
It’s not just the food — it’s the story, the connection, and the experience you build before guests even step through your door.
Today, that connection starts online.
In this post, we’ll explore how L&L Hawaiian Barbecue, one of the most iconic Hawaiian restaurant brands in the U.S., embraced digital transformation and scaled their success across hundreds of locations — all while keeping the personal, Aloha-style connection with their guests. At the heart of this journey: a powerful partnership with LoyaltyPlant.
The aloha spirit goes nationwide
Founded in Honolulu in 1952, L&L Hawaiian Barbecue grew from a local favorite into a powerhouse with over 200 locations on the U.S. mainland. Their signature plate lunches and feel-good Aloha vibes built a passionate following. But with growth came new challenges:
- Franchisees needed better tools to attract and retain guests
- Visibility on crowded delivery platforms was increasingly difficult
- Customer data was siloed across systems and locations
To continue scaling without losing their local soul, L&L needed more than just technology. They needed a digital strategy built for franchise growth and customer loyalty.
The turning point: going directly with LoyaltyPlant
The partnership between L&L Hawaiian Barbecue and LoyaltyPlant began in 2021 with a clear vision: to deepen customer engagement and foster long-term brand loyalty.
Before LoyaltyPlant:
No unified digital strategy
No structured loyalty program or customer insights
Fragmented guest experience
After LoyaltyPlant:
A branded App & Web with built-in CRM
A powerful loyalty program with AI-powered campaigns and smart landing pages
A personalized, seamless experience for every guest, even at scale
Together, the two brands evolved. L&L continued to expand their footprint, opening new locations across the U.S. and spreading the Aloha spirit. At the same time, LoyaltyPlant’s platform transformed into an all-in-one marketing engine — not just an app, but a dynamic loyalty ecosystem.
🎙️ Interview spotlight: Troy Oshimo, Digital Engagement Manager at L&L Hawaiian Barbecue
We recently caught up with Troy Oshimo at the L&L Convention in California to hear firsthand how the digital strategy is shaping the brand.
Q: Can you share your role with L&L, and what’s your main focus right now?
Aloha. I’m Troy Oshimo. I’m the digital engagement manager at L&L Hawaiian Barbecue. And my responsibilities are onboarding franchises onto our mobile app, increasing mobile app revenue and sales, and other external marketing with L&L. But I couldn’t do it without LoyaltyPlant for our app. Cool.
Q: Can you tell more about what’s so unique about the L&L brand in general?
I think, is that we are essentially one of the biggest restaurant brands coming out of Hawaii, which is a small state in the US, that’s moved to the mainland, the greater United States, and it has a great footprint. We have 230 stores, and we have kind of coined the market for, the new market that we call for Hawaiian barbecue. So we’re the front, the leaders in the industry for that.
Q: Great. How does the L&L mobile app support franchisees to grow their business?
So I think the L&L app is a great way for franchisees to grow their business. It helps them in terms of generating more revenue. It helps them in terms of marketing. And most importantly, building loyalty and forging relationships with customers. Because with the app, customers are able to collect points. They’re able to redeem for rewards like free food. And obviously, if they’re doing that, they love the L&L brand. So they’re just building a deeper connection with us.
Q: Are you looking forward to the next year’s convention?
I’m looking forward to next year’s convention. Yeah. The convention’s, honestly, basically a three-day vacation for franchisees. And just being able to meet them in person and talk about things that we usually would talk over email is actually a lot better.
Key takeaways for restaurant owners & marketers
Whether you’re running a 10-location local chain or expanding to hundreds of franchises, delivering a strong digital customer experience is no longer optional — it’s your growth engine. Here’s what matters most from L&L’s journey:
Owning your customer relationship is the foundation.With a branded app, web, and CRM, you gain full control over the guest journey: from direct orders to personalized promotions — reducing aggregator dependency and building loyalty on your own terms.
Your online presence is your first impression.Guests often meet your brand on Instagram or Google before they taste your food. If the experience isn’t compelling, they may never walk through your door.
Loyalty is not a program — it’s an experience.Gamified engagement, personalized rewards, and emotional touchpoints turn casual visitors into long-term fans who come back again and again.
Scalability makes growth sustainable.LoyaltyPlant’s platform empowers chains to expand seamlessly, without losing the personal touch that creates real guest connections.
📲 LoyaltyPlant enabled L&L Hawaii Barbeque to:
- Launch a fully branded mobile app and web platform with built-in ordering
- Leverage smart CRM tools and AI-driven campaigns
- Boost repeat orders and guest retention
Want to grow guest loyalty at scale without sacrificing experience?
Get here a free business review of your online sales channel from the LoyaltyPlant team.
