How more frequent visits raised monthly guest spending by 33%
A 22-location chain serving home-style food with quick service. Weekday lunch is its main source of demand, alongside breakfast and takeaway meals.
Results
The objective
Increase monthly revenue from existing guests and encourage visits for different dining occasions. The program needed to give guests a clear reason to return while keeping reward costs manageable.
The starting point
Guests knew the lunch menu well but rarely chose the cafés for breakfast or dinner to take home. The existing program offered the same benefit regardless of visit frequency, giving guests little encouragement to build new habits.
The team decided to link program benefits to regular visits. Moving to the next tier needed to feel achievable within a month.
Program design
Purchase rewards were combined with visit-based tiers. Small, achievable milestones encouraged guests to plan their next visit, while breakfast and takeaway offers introduced additional dining occasions.
Implementation
What changed
Purchase frequency among active members increased from 2 to 2.9 visits per month. Although average spend per visit fell from €14 to €12.88, monthly spending rose from €28 to €37.35. Additional visits supported a 33.4% increase.
Revenue per member over the first 180 days increased by 23.6% across two seasonally comparable registration cohorts.
Next steps
Refine tier thresholds for different guest segments and develop offers for off-peak hours. The priority is to sustain growth in regular visits alongside a positive contribution margin.
More cases
Explore a similar approach for your restaurants.
A 30-minute demo on your own guest data.