Whitbread is launching a new points-based loyalty programme – The Reward Club – across its 130 Beefeater Grill sites, to encourage visits and build a “personalised communication platform with loyal guests”.
The company appointed EHS 4D Cirencester at the back end of last year to handle CRM for its brand portfolio, including Premier Inn, Costa Coffee and Beefeater Grill. The AAR handled the search.
Since then, EHS has been focusing on the Premier Inn, Beefeater Grill, Table Table, Brewers Fayre and Taybarns brands, as Whitbread looks to overhaul some of its restaurants to attract a younger audience. It is understood the agency will be handling The Reward Club launch.
When using the Reward Club card, customers will be able to claim five points for every £1 they spend on food and drink. Once members have collected 500 points, they will be able to exchange the points online either for money-off vouchers or special food and drink vouchers to be redeemed in Beefeater Grill restaurants.
Customers can pick up their loyalty cards from any Beefeater Grill restaurant nationwide, which they can then activate online or over the phone.
Beefeater Grill marketing manager Amanda Barnett said: “We see this as a really innovative concept for the eating out industry. As well as offering our customers vouchers which they can redeem in our restaurants, we will also be giving them exclusive, personal offers which they can claim throughout the year including on their birthday.”
The launch will be supported via point-of-sale promotions, on the Beefeater Grill website, via regular email newsletters with customers and a marketing push.
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