Restaurant and pub loyalty programmes in the UK: what works
How UK restaurants, pubs and bars can run a loyalty programme that fills quiet nights, rewards regulars fairly across table bills and fits table service and the bar.
Key takeaways
- Spend-based rewards are fairer than visit stamps for varied table bills.
- Use targeted offers to fill quiet nights instead of blanket discounts.
- Decide how points work for shared bills before launch.
- Exclude categories you can’t or don’t want to discount.
Why restaurants need a different approach
Restaurant bills vary enormously, from a solo lunch to a table of eight on a Saturday. Visits are less frequent than at a café, and many customers book through third parties. A visit stamp card treats the solo lunch and the big table the same; a spend-based reward recognises the difference.
Choose a reward that fits table bills
Cashback in points works well: the customer earns a percentage of the bill and spends it on a future visit. Decide in advance how a shared bill earns points, usually to the member who pays, and whether points can be redeemed on the whole bill or capped.
With the Square integration, you can set how much of each menu category can be paid with points, for example full redemption on food, partial on wine and none on service charges, if your set-up separates them.
Fill quiet nights, not busy ones
The best use of a restaurant loyalty programme is shifting demand. Send members an offer for Monday to Wednesday evenings, not Saturday, when you are full anyway. A targeted push or SMS to local regulars can fill tables that would otherwise stay empty, at a cost far lower than a general discount.
Use segments such as “visited in the last 90 days” or “regulars at this location” so only relevant customers receive the offer. See 8 customer segments to start with.
Make joining work at the table and the bar
Put the joining QR code on the menu, the table tent or the bill folder, and give servers one sentence to mention it when they bring the bill. At the bar, keep a code at the till. Staff need to find a member quickly: in the Unity Staff app they can search by QR code, phone number or card number.
Watch the details
A few points specific to hospitality:
- Alcohol promotions must follow licensing rules and your local authority’s conditions; take advice if unsure.
- Decide whether service charges and tips earn points; usually they shouldn’t.
- Agree how refunds and comped items affect points.
- Keep messages infrequent; one good offer a month is plenty.
Ideas for restaurants and pubs
A few ideas to adapt to your venue:
- A midweek double-points evening, sent only to regulars of that location.
- A welcome reward on the second visit rather than the first, to encourage a return.
- Points for the person who books a large table, as a thank-you for bringing the group.
- A quiz-night or live-music reminder by wallet push the afternoon before.
- Top-tier recognition such as first booking for special menus or events.
Measuring success
Track covers and revenue on the nights you target, compared with the same nights before the programme and with a hold-out group of members who didn’t receive the offer. Read how to measure loyalty programme ROI. See how Unity works for cafés and restaurants. Running a pub or bar? See pub and bar loyalty software.
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