Loyalty is continuing to move beyond stamp collection and the traditional ‘earn and burn’ mechanic. Increasingly, loyalty schemes are designed not just to reward transactions, but to build engagement and move the operator-consumer relationship from transactional to emotional.  

Our research last year found that the fundamentals of loyalty schemes that consumers are looking for are around value, ease and fairness.  

The latest wave of launches and updates shows how operators are responding to these needs, with family-focused initiatives and lower-friction ways to engage. 

Family-focused loyalty: gamification 

While consumers have typically been able to redeem points across the entire menu, few loyalty schemes have specifically targeted families or children’s menus. With dining out for a full family becoming more expensive, demonstrating value is more important than ever.  

Loungers has adapted its Lounge Passport programme for children this summer. The Little Loungers Passport rewards visits with child-friendly rewards and prizes, from milkshakes at three stamps, to dessert at seven stamps, to a full free meal and dessert for 10 stamps. This initiative delivers direct savings to families, a particularly important factor for a family occasion where the bill can add up quickly.  

At 10 stamps, consumers are also entered into a draw to win Merlin Attraction tickets or back-to-school bundles. These higher-value rewards will encourage repeat visits in a shorter time frame and are well-matched to the audience, supporting parents with rewards that will save them money in other areas.  

Cawston Press co-founded this initiative, showing the opportunity for suppliers to get involved in operator-led loyalty schemes. The marketing features Cawston Press products, and each kids’ meal comes with a free Cawston Press drink, further raising brand awareness in the hope of converting more sales outside of the restaurant.  

Family-focused loyalty: subscriptions 

Subscriptions are typically an unpopular mechanic in away from home. Consumers struggle to see the value as they don’t want to tie themselves to only visiting one operator; only 13% of consumers say they would pay for a subscription from an operator they usually visit.  

By focusing on family dining, Prezzo Italian has defied the odds with the success of its first-of-its-kind subscription scheme. For £1.99 a month, or £19.99 a year, the Prezzo Italian Kids Club delivers exceptional value. For every adult ordering a full-priced meal, up to three children, aged up to 12, can have a free three-course kids’ meal.  

Since the introduction of the Kids Club subscription in February, more than 5,500 households have signed up, demonstrating the scale of the value being delivered to families. Catering to up to three children will suit most young families, keeping dining out in a restaurant comparable, or even cheaper, than value-led QSRs or takeaways.  

Removing barriers 

A common frustration and barrier to engagement from consumers is the number of apps they need to download; 57% of consumers think there are too many apps for different loyalty schemes. A secondary barrier to usage is apps that are reliant on internet in sites with poor Wi-Fi that mean consumer struggle to use them.  

Five Guys UK has accounted for this frustration from the outset with its first loyalty scheme, Five Guys Rewards, released in May. The programme is wallet-based: consumers just need to add the card to their digital wallets, so they don’t need to download an app. This directly fulfils the ‘make it easy’ component of delivery, so will likely be a success with consumers. However, this will require heavy marketing to communicate how easy it is to use, so consumers don’t get put off by the assumption they need another app.  

The fundamentals of loyalty have not changed, but the latest developments show how operators meet these expectations. From gamified experiences and family-focused rewards to frictionless digital engagement, the next generation of loyalty schemes in the away from home market is focused on encouraging repeat visits through value and experience, shifting the dial on emotional loyalty.  

What does this mean for operators?  

• Consider underserved audiences. Family-focused schemes demonstrate the opportunity to tailor loyalty mechanics to specific consumer groups, helping operators stand out while addressing key barriers to frequent dining out, such as affordability. 

• Reduce friction wherever possible. The success of any loyalty scheme depends on participation. Simplifying sign-up, reducing app dependency and making rewards easy to access will support engagement.  

• Think beyond transactional value. Loyalty schemes should be designed to build longer-term relationships and encourage repeated visits, rather than simply rewarding spend.  

What does this mean for suppliers?  

• Look for partnership opportunities. Loyalty schemes provide a platform for suppliers to increase visibility, support operator initiatives and connect with consumers in a more engaging way, as seen through reward sponsorships. 

• Support operators with exclusive rewards and experiences. Supplier-funded prizes, product rewards and value-add experiences can enhance loyalty propositions while creating positive brand associations.  

• Use loyalty to extend brand reach. Participation in operator schemes can help build awareness and trial, particularly for family-oriented and impulse brands seeking exposure beyond retail.