Loyalty Programmes have long been a staple of hospitality, but their role is shifting. It’s no longer just about giving something away for free, after a set number of purchases. In the modern pub environment, loyalty has become less about transactions and more about relationships, and that shift reflects what both customers and operators increasingly value.
Don’t Underestimate the Data
Personalisation is what makes this possible, and personalisation starts with data.
By understanding customer behaviour - whether it's basket composition, transaction value, time of visit, or even something as simple as Wi-Fi log-ins; pub operators can start to piece together what each individual values in their experience. That insight can then be used to tailor promotions, rewards, and communications that genuinely resonate.
Take Castle Rock Brewery, for example, they focus on just that, to personalise a user’s loyalty experience. They offer The Whiskey Card, which runs alongside their points programme - a digital stamp card only visible to customers who have been identified as Whiskey drinkers, and only valid at specific pubs across their estate. Giving the customers more of what they enjoy, rather than a generic experience.
It feels curated, personal and keeps customers coming back.
To make sure you’re getting the full picture - digital loyalty should be available across all transactions; whether a customer is ordering at the bar, or ordering at the table via Order & Pay - and that means you're not missing any useful data.
Take Young’s for example who told us - “The data we pull in from Pepper is by far our richest source of data... We can use the data that we've got on our customers already, personalise something to them, and set it up within a matter of hours.”
It’s not about pushing products that aren’t selling, it’s about offering more of what each customer already enjoys. Loyalty becomes less about incentives and more about relevance.
Why Integrated Tech Matters
Physical points or stamp cards are familiar, but they offer limited insight. A physical card can’t tell you whether a customer added a side to their order, visited at a particular time, or booked a table ahead of spending. It can’t help you connect different aspects of the guest experience.
Loyalty being integrated with the wider tech ecosystem - CRM, POS, Order & Pay, Bookings, etc. by contrast, give operators the tools to view the bigger picture. With everything from payments to loyalty housed in one place, it becomes far easier to recognise patterns, test ideas, and evolve offerings in response to what’s actually working.
Take one of our recent launches with The Inn Collection Group - who have integrated loyalty with Hotel Room Bookings now as well - which means they are seeing data on users across both F&B and accommodation. They’re making great use of this integration by running a Green Clean initiative - rewarding guests who skip a room clean with a free drink in the app!
The Scotsman Group is another great example of integrated loyalty in action. Their “Social Animal” app connects a diverse estate of bars, restaurants, and cinemas under one seamless program. No matter where customers book, order, or visit, they’re consistently rewarded.
Because loyalty is fully integrated, rewards don’t sit in isolation, they actively drive repeat visits and encourage customers to explore more of the estate.
It’s a clear example of why integrated tech matters. When loyalty links with bookings, it becomes more than a points scheme - it becomes a tool for driving frequency, spend, and brand connection.
Loyalty as a Brand Experience
At the heart of any loyalty programme is mutual benefit. Customers get recognised and rewarded; operators get repeat business. But where these programmes really start to stand out is when they go beyond the transactional, and start reinforcing the sense that a customer is valued and understood, not just counted. And this matters more than ever.
With endless options for food, drink, and experience, pubs are no longer just competing on product. They’re competing on connection.
Customers want to feel like they belong, and loyalty schemes done right, can build that connection.
Customers today are increasingly looking for authenticity and exclusivity in the brands they engage with. When a pub can offer rewards that feel personal, whether that’s a birthday treat, a nudge toward a favourite drink, or a tailored midweek offer; it reinforces the idea that they’re seen and appreciated.
It’s not just about retention, it’s about brand identity. Loyalty schemes are fast becoming a key part of how hospitality businesses express their values and differentiate themselves in a crowded market.
Take Titanic Brewery for example, their recent campaign went beyond simply rewarding spend. Noticing that their own-brand Two:20 lager was a fan favourite, they introduced a dedicated stamp card: buy 10 pints of Two:20 and receive a free Two:20 t-shirt!
This campaign wasn’t just about rewarding customers for spending money - it was about wider brand and community connection based on their guests' genuine interest in the products they enjoy.
Smarter Strategy, Stronger Results
Used well, loyalty data can guide far more than just customer communication. It can inform product decisions, highlight underperforming items, and spotlight customers who might be more open to upsells or promotions. It also allows for segmentation, enabling more effective micro-campaigns targeted at specific customer profiles.
Yes, digital loyalty systems require upfront investment and thoughtful implementation. But the long-term gains in customer insight, brand loyalty, and business efficiency can be significant.
A Sign of the Times
Major UK pub groups such as Young’s (Young’s On Tap), Laine Pubs (Pubbl), Stonegate (MiXR) and others are already embracing digital loyalty as part of their wider customer engagement strategies. The logic is simple: in a fast-moving industry, understanding your audience is essential to staying relevant.
When customers are faced with dozens of alternatives, loyalty programmes can be the thing that keeps them coming back. Not because of a free drink, but because of how the experience makes them feel
Digital loyalty isn’t a silver bullet. But in a hospitality world where choice is abundant and attention is limited, it offers one of the most powerful tools pubs have, to build meaningful, long-lasting relationships with their guests.
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