Loyalty programmes are everywhere. From Boojum to Apache Pizza, restaurants in Ireland are harnessing the power of rewarding loyal customers.
Loyalty programmes are everywhere. From Boojum to Apache Pizza, restaurants across Ireland are harnessing the power of rewarding loyal customers. Research shows that the investment is worth the effort. The Square 2024 Dining Report found that 76% of diners expressed an interest in signing up for loyalty programmes at restaurants in exchange for exclusive deals and discounts, and more than half of diners are enrolled in two or fewer programmes.
What is a restaurant loyalty programme?
A restaurant loyalty programme is a customer retention strategy that rewards customers for dining and engaging with a brand. There are nine types of common restaurant loyalty programmes, including points-based, tiered, paid, value-based, coalition, game-based, visit-based, amount spent, and item- or category-based loyalty. Some restaurants opt to have more than one type of loyalty programme, such as a paid option and a free option, like points-based.
The benefits of loyalty programmes in restaurants
There are a number of benefits to having a loyalty programme in your restaurant, which include increasing sales, customer satisfaction, and improving your marketing efforts. Square data shows that customers enrolled in a loyalty programme spend 53% more and visit 40% more often. Customers who spend and visit your store more, knowing that they are receiving their favourite items and working toward a potential reward or perk, can have a more fulfilling dining experience.
With a more fulfilling experience, you create organic brand ambassadors that can aid in your marketing efforts with user-generated content that can sometimes result in viral testimonials. Loyalty programmes also give you a new way to market your business. For example, in 2023, burrito bar Boojum rolled out its exclusive “Buy 1, Bank 1” campaign, offering customers the chance to purchase one burrito or bowl and ‘bank’ a second meal for future use. Recognising the brand’s strong student following, Boojum specifically targeted this promotion to students, framing it as the perfect on-the-go meal solution for busy campus life. By tying this fun initiative to its loyalty programme, Boojum opened up a fresh marketing channel that both attracted new members and rewarded existing fans. The result was a powerful demonstration of loyalty-focused marketing.
How to set up a restaurant loyalty programme
Invest in loyalty tools.
While some businesses may opt to offer a punch system where customers keep track of a physical loyalty card, these can be easy to lose and manipulate. A digital loyalty programme makes keeping track of progress simpler for you, your customers, and your staff. Digital programmes also help you gain a better understanding of your customers’ habits. With data around how loyal customers spend compared to non-loyal customers, you can track the customer journey and figure out how to convert shoppers more easily and quickly. Tools like Square Loyalty integrate into your Square system so you can make loyalty a seamless experience.
Choose a programme type.
The aforementioned nine types of loyalty programmes can seem daunting at first, but choosing the type that makes the most sense for your business can help narrow things down. For instance, if you’re interested in driving traffic to your website or app, a gamified loyalty programme might make the most sense. If you want to drive more revenue, consider implementing a loyalty programme based on the amount spent. Using your goals and business needs to drive your decision can help position you for long-term success.
Create irresistible perks.
It goes without saying, but the perks included in a loyalty programme matter. The most successful programmes have rewards that offer free treats and discounted goods. With this in mind, the rewards have to be attainable. Depending on your business’s pricing strategy, implementing an amount-spent-based loyalty programme that doesn’t offer any perks until €500 is spent might not be the best course of action. Keeping your programme reasonable can work to increase your success rate and make it more attractive to customers.
Market your programme.
Once you have your programme structure set, tell the world. Using social media marketing and email marketing campaigns and making them visible on your website and in-store marketing can help spread the word. Encouraging staff to mention it to customers at the sit-down or checkout process can help show customers its value in real time. Adding loyalty programme information to your receipts, even if customers opt out, gives them a chance to change their mind and still gain points. Running special promotional offers for loyalty programme members only is another great way to encourage customers to sign up.
Measure results.
Once your loyalty programme has been live for two or three months, be sure to track how it’s performing. Analyse your results to see where you can improve or where you can add further value. Don’t be afraid to pivot and test out different options to discover which programme works best for your business. Outside of using data, talk to your customers. Hearing their feedback on what’s working (and what could be improved) will help you further determine how to grow and improve your programme.
Examples of successful restaurant loyalty programmes in Ireland
Boojum
A beloved burrito chain in Ireland, Boojum has a digital loyalty programme app that allows customers to earn points with every purchase, redeemable for free food and special discounts. When members join, they receive an instant reward (often a discount on their next order), and each subsequent visit earns them points that can be banked toward menu favourites like burritos, bowls, or sides.
A distinctive element of Boojum’s programme is its emphasis on community and fun. The brand frequently runs social media campaigns and spontaneous giveaways exclusive to loyalty members, reinforcing a playful image and encouraging customer interaction online.
Insomnia Coffee Company
Insomnia Coffee Company offers a free loyalty programme that rewards members with a “stamp” for every hot drink or sandwich purchased, which can be redeemed for free items after a set number of stamps. Members also enjoy surprise offers, birthday treats, and limited-edition promotions announced through the Insomnia mobile app.
What makes Insomnia’s loyalty programme unique is its alignment with a distinctly Irish coffee culture. They collaborate with local partners and sometimes donate a portion of their sales to charity, reflecting values that resonate with community-minded customers. By pairing rewards with a sense of social responsibility, Insomnia nurtures strong brand loyalty.
Apache Pizza
Apache Pizza — one of Ireland’s largest homegrown pizza chains — offers a points-based loyalty system through its website and mobile app. Each time you place an order, you earn points that can be used toward free pizza, sides, or desserts. Loyal customers also receive occasional promo codes and exclusive meal deal bundles.
One of the unique features of Apache Pizza’s loyalty programme is its frequent “double points” promotions, which reward those who try new menu items or order at off-peak times. This keeps the experience dynamic and encourages customers to explore beyond their usual choices.
Happy Pear
For Wicklow-based café and shop Happy Pear, community is everything. With Square Loyalty, they can reward loyal customers while preserving the welcoming neighbourhood atmosphere that underpins their brand.
“Happy Pear is based on community, and it is really important for us to reward our customers”, says Project Manager Conor Savage. “Square Loyalty allows us to pick ways that we can give back to our regular customers. It is so easy for customers to enrol from the screen on the register, and there are so many ways in which we can personalise our loyalty programme.”