Cura Hospitality creates rewards program to inspire senior wellness

To help seniors stick to their New Year’s resolutions, Cura Hospitality has expanded BeWell Nutrition for the Active Adult, a loyalty program that rewards activity and encourages healthy food choices.  

“January is the perfect time to get our residents excited about exercising regularly and fueling with good nutrition,” Michael Williams, Cura vice president of nutrition and wellness, said in a news release. “Making time for physical activity is a good habit to get into at any point in life, but it can be especially beneficial to older adults by keeping them active late into life. Regular physical activity can also help prevent a number of diseases.”

Through the rewards program, residents of Cura-managed communities receive a card that is stamped or punched by members of the operation’s fitness and wellness staff each time they take part in a scheduled physical activity or exercise session.

After their card is stamped 10 times, residents can select from a menu of free BeWell food items, including smoothies, granola and breakfast bars, fresh fruit, yogurt and hummus.

Managers can take the rewards one step further by entering the cards in quarterly drawings to win prizes such as fitness equipment, workout gear and baskets of fresh produce.

BeWell Nutrition for the Active Adult was piloted at Menno Haven, a retirement community in Chambersburg, Pa., and its rehabilitation center. More than 58 residents participated in the three-month test in 2022, and BeWell sales during the promotion soared, increasing 12% in the About Thyme Bistro, where quick, nutritious meals are the focus. Cura reports that healthier eating habits continued after the promotion, spurring 45% of participants to purchase BeWell items—not their typical purchases.

“Our community was ideal for the promotion, as BeWell aligns with Menno Haven’s WELL certification, meaning that a building—and everything in it—is created to provide comfort, drive better choices and enhance the overall health and well-being of those living and working in it,” said Jeremy Fry, Cura executive director of culinary services at Menno Haven.

Cura is offering Nutrition for the Active Adult training to operators at the communities it manages. It comes with a detailed implementation guide, marketing materials and healthier menu ideas. The program works in conjunction with BeWell, an initiative from Cura’s parent company, Elior North America, that promotes healthy eating habits and menu options.