Individual Restaurants launches loyalty scheme

Individual Restaurants – operator of brands including Piccolino and Riva Blu – has officially launched its new loyalty scheme, Club IR, focusing on personalised offers, exceptional service and money-can't-buy experiences.

Personalisation is at the heart of Club IR and underpins the scheme's three tiers: 'Club', 'Black' and 'Diamond'. Members on every level can expect a bespoke experience, including such perks as a round of drinks to mark birthdays, exclusive invitations to VIP events and once-in-a-lifetime trips to top culinary destinations. 

In 2023, Google searches for 'loyalty programme' increased by 28% as consumers actively sought brands that would reward returning guests. With that, priorities have shifted away from the traditional points-based system towards a more tailored model that rewards consumers with real, valuable discounts, offers and experiences. 

Club IR has been curated based on customer insight that shows only two in five people actually value points as part of a loyalty programme. Rather than earning and spending points, research has found that more than half of customers prefer a variety of offers, as well as surprise rewards (92%) and a tiered loyalty system (85%). Exclusivity is key, with 51% of people saying they'd want to see exclusive offers and 32% looking for personalised rewards.

The restaurant group owns and operates 31 restaurants across four brands all over the UK. As part of the new programme, members will be the first to know about news and events relating to the company's estate and will be privy to specially created in-restaurant perks, such as 50% off Wine Wednesdays. 

The highest club tier, the Diamond membership, rewards the most loyal guests with a 'Concierge Service'. The dedicated, personalised perk allows members to make table reservations, book parties and organise tailored experiences. It guarantees members a table at any of the group's venues within 30 minutes of arrival, with their favourite drink ready for them at the bar while they wait. 

"We know from our members that it's not points they value. Instead, our guests value personalised service, incredible food and friendly hospitality – something that we pride ourselves on at Individual Restaurants," says CEO Andrew Garton. 

"With our new loyalty scheme, we've taken what was an extremely popular programme already and listened to guests to make it even better – with more personalised offers, luxury experiences and tailored event invitations."

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