If retention is about getting guests to come back, loyalty is what makes them want to.
In hospitality, repeat visits aren’t just a happy accident. They’re built on meaningful, consistent experiences that make guests feel genuinely appreciated—and that’s where loyalty programmes come in. The right strategy helps you reward your regulars, reconnect with guests who’ve gone quiet, and create those little moments that keep people coming back.
Here’s a stat that says it loud and clear: 75% of consumers prefer businesses that offer rewards. So if you’re not running a loyalty programme yet, you could be missing out on a big chunk of repeat visits.
And the payoff? Loyal guests spend more, visit more often, and tend to bring a friend or two. Even a small boost in retention can have a big impact on your bottom line.
So if you’re looking for smarter ways to keep tables full (without relying on constant discounts), here are 10 proven restaurant loyalty programmes we’ve seen work wonders.
Loyalty programmes for small restaurants & independent venues
When we talk to small restaurant owners—from espresso bars in Melbourne to family-run chippies in Brighton—one question comes up again and again: “How do I keep customers coming back without giving everything away?”
The good news? There are loyalty strategies made for venues like yours—simple, cost-effective, and easy to run day to day. Here are five that consistently work for small and independent hospitality businesses.
1. Visit or frequency based rewards
Let’s start with a classic: the humble loyalty punch card. Whether it’s “Buy 9, get your 10th free” or “Visit 5 times, get a free drink,” these visit-based programmes are tried, tested, and beloved by regulars.
Why it works:
- It’s familiar and easy for both diners and staff
- Builds routine visits and keeps your spot top of mind
- Doesn’t require complicated systems—physical cards work, or go digital with POS integrations
This old-school method still slaps, especially when paired with a digital platform. You remove the hassle of lost punch cards, and guests can see their progress every time they check out. In fact, this has taken on a whole new meaning with time-based rewards — First Table is a great example, a programme well loved for its discounted off-peak dining rewards, whether customers like dining early, in the middle of the day, or late nights.
2. Personalised email & SMS loyalty offers
We’ve seen massive success with venues sending targeted messages like “We miss you—come back for 15% off” or “Happy birthday, your dessert’s on us!” These small nudges go a long way in making guests feel seen.
How to do it:
- Collect guest emails or phone numbers via booking platforms or checkout
- Use CRM tools like Impact Data, Me&U Connect or even your reservation system to set up automated messages
- Tailor the message based on milestones (e.g. first visit, birthday, time since last order)
Platforms like Now Book It make this easy to manage with built-in templates for reminders and promotions, so you can stay consistent without starting from scratch each time.
We love this approach because it makes the guest feel genuinely valued, not just part of a database. It’s the kind of marketing that feels human, not transactional.
3. Surprise & delight rewards
Sometimes the most memorable loyalty strategy is the one that isn’t expected. Surprise-and-delight rewards are all about giving your regulars something extra, just because.
Ideas to try:
- A free side dish for your Thursday regular
- Complimentary coffee on a rainy day
- A little thank-you note with their usual takeaway order
These unexpected gestures often turn into Instagram stories, glowing reviews, or “you’ve got to try this place” conversations. That kind of word-of-mouth? Priceless.
4. Referral-based programmes
Loyal guests are your best marketers. A simple referral programme can help you tap into your existing fan base and bring in new diners without a hefty marketing budget.
How to implement:
- “Refer a friend and you both get a free coffee”
- “Share this code with a mate—get 10% off your next visit when they dine”
- Use QR codes or table cards to promote it in-store
People trust recommendations from their friends. Plus, your most loyal customers are usually delighted to share their favourite local spots.
5. Community or cause-based loyalty
Want to give guests a reason to support you beyond the menu? Tie your loyalty programme to something bigger, like a local charity, community initiative, or environmental cause.
How to do it:
- Donate a meal for every 10 orders
- Plant a tree when a customer redeems a certain reward
- Partner with a local school or shelter and give back together
Some venues we know offer loyalty points that can be redeemed as donations to local food banks, turning every order into a feel-good moment.
This strengthens emotional loyalty and makes your venue stand out to values-driven diners. For many, it’s not just about the food, it’s about what your business stands for.
Loyalty programmes for multi-venues & chain restaurants
If you’re managing a growing hospitality group—whether it’s five venues or 50—you already know that brand loyalty isn’t built on good food alone. As competition heats up and guest expectations rise, scaling loyalty across multiple locations takes more than just a points card at the counter.
The reality? 84% of consumers are more likely to stick with a brand that offers a loyalty program. That’s a huge opportunity for restaurants to turn casual customers into loyal fans, if the strategy’s done right.
To help, here are five loyalty programme models designed for fast-casual groups, franchises, and expanding restaurant brands that want to keep guests coming back again and again.
1. Points-based loyalty systems
Ah yes, the classic: earn points for every dollar spent, redeem for perks. Still one of the most effective restaurant loyalty programmes out there (when done right).
It’s familiar, flexible, and easy for guests to understand. Whether someone’s grabbing a quick lunch or ordering dinner via app, it builds a habit loop: spend, earn, come back.
Points systems tend to perform best in high-frequency environments like QSRs or coffee chains. When used with an integrated app, they deliver both convenience and data.
Some of the examples we’re familiar with:
- Zambrero Rewards (AU/NZ) gives diners a reason to stick with the brand across online and in-store orders
- Starbucks Rewards is basically a loyalty masterclass—personalised offers, upsells, tiered engagement
- Nando’s PERi-Perks (UK) offers free food and priority access to new dishes
If your tech is up for it, points are a no-brainer. Just make the rewards actually worth it because nobody wants to spend $300 to earn a free cookie.
2. Tiered loyalty programmes
If you want to drive higher spend or encourage repeat visits, tiered loyalty programmes are a smart move. Think Bronze, Silver, Gold—people genuinely love to “level up,” especially when each tier unlocks better perks.
Why it works:
- Gives loyal guests a sense of status
- Encourages “spend more to earn more” behaviour
- Integrates well with CRM data and automation tools
The key? Make sure each tier actually feels different. A Bronze reward shouldn’t feel like a watered-down version of Gold, it needs to be distinct and worth working toward.
Examples we love:
- Oporto Flame Rewards (AU): Offers tiered perks from birthday treats to premium extras
- Gusto Gold (UK): Gives loyal diners early access to new menus, priority bookings, and exclusive experiences
We’re big fans of this model as it taps into guest psychology in all the right ways. But a word of caution: it only works if your systems are talking to each other. Without a solid link between your CRM and POS, things can get messy fast.
3. App-based loyalty with pre-ordering integration
This one’s for the venues that want to take things up a notch. An app that combines pre-ordering, loyalty tracking, and payments? That’s loyalty + operational efficiency in one.
Why it works:
- Speeds up service
- Keeps guests engaged via in-app offers and real-time rewards
- Provides rich data across all touchpoints
Real-world examples:
- Grill’d Relish App (AU) is one of the strongest cases we’ve seen—order, earn, redeem, all in one
- Panera Bread (US) ties pre-ordering, payment, and loyalty into one seamless user experience
If your customers are younger or tech-savvy, this approach is gold. But one caveat: a clunky app can do more harm than good. Prioritise clean UX—because loyalty drops fast when frustration creeps in.
4. Exclusive member events & perks
Loyalty isn’t just transactional, it’s emotional. And sometimes the most powerful way to keep a guest coming back is to make them feel like part of something special.
What this looks like:
- Early access to new menus
- “Members-only” wine nights or cooking classes
- Behind-the-scenes invites or private previews
Brands that combine transactional and experiential loyalty tend to see stronger long-term retention. Guests might sign up for the perks, but they stay for the community.
Even if you don’t have a private dining room, you can still offer exclusive waitlists, first dibs on specials, or limited online drops. It’s not always about extravagance, it’s about making your regulars feel like insiders.
5. Custom-branded CRM & guest profiling
This is the big one. When your CRM can track behaviour—like who your high-spenders are, who hasn’t returned in 90 days, or who only orders online—you can serve up loyalty that actually resonates.
Why it works:
- Enables hyper-personalised campaigns
- Makes segmentation smarter: think VIPs, lapsed guests, first-timers
- Informs broader marketing, service, and even menu decisions
With tools like Now Book It, it’s easy to segment your customer database and send targeted messages that drive return visits, promote events, boost gift card sales and more.
To take it further, venues can also tap into Sadie, Now Book It’s AI Receptionist. She manages bookings and guest queries 24/7, freeing up your team to focus on delivering a great in-venue experience.
When you’re ready to scale, this kind of smart guest profiling becomes one of your most powerful loyalty tools. Without it, you’re missing out on opportunities to build deeper, more lasting connections.
Ready to take loyalty off your plate?
Loyalty doesn’t need to be flashy to be effective. The real magic happens when your guests feel seen, remembered, and rewarded in ways that actually matter to them.
The good news? With the right tools (and a bit of smart automation), building that kind of connection is totally doable, without adding stress to your day-to-day.
We’ve helped venues boost midweek bookings, reconnect with lapsed guests, and turn regulars into raving fans. And we’d love to do the same for you.
