Restaurant Loyalty Programs: A Practical Guide

What makes restaurants different

A restaurant loyalty program has a few challenges a coffee shop does not. Checks vary a lot: a solo lunch and a family dinner might differ by a hundred dollars. Service happens at the table, not just at the counter. And the decision to eat out is often made in a few minutes, by a group, while someone scrolls their phone.

A good program accounts for all of that. Here is how to build one step by step.

Choose the right earning rule

For most restaurants, points per amount spent is the fairest choice. A family that spends $90 should earn more than someone who orders a single taco. For example, you might give one point for every $15 spent.

Choose a threshold your typical check reaches easily. Amounts below it do not earn anything, so if your average solo lunch is $13, a $15 threshold will frustrate people. A lower threshold, or a per-visit rule for quick-service spots, may suit you better.

When per-visit works

Fast-casual restaurants with consistent tickets, like a burrito shop or a noodle bar, can do well with one point per visit. It is simpler to explain and rewards frequency directly.

When cashback works

If your menu ranges widely in price, cashback can work too. A small percentage of every check builds up as a balance the customer can use on a future visit.

Pick a reward that protects your margin

Restaurant margins are thin, so choose rewards with a high perceived value and a manageable cost:

• A free appetizer or dessert. Feels generous and often costs less than a main.
• A free drink with a meal. Encourages a visit that includes paid food.
• A dollar-off reward, such as $10 off the next check over a set amount.

Run the numbers before launch. For example, if a dessert sells for $8.50 and costs you $2.40, giving one away after eight points is a modest cost for eight visits' worth of business.

Make sign-up part of the table experience

In a sit-down restaurant, the best place for your QR poster is often on the table itself, as a small table tent, or inside the check presenter. People have time while they wait for food or the check, and that is when they are most likely to scan.

• Table tent: "Save our card to your phone. Your eighth visit includes a free dessert."
• Host stand: a poster for people waiting for a table.
• Counter: for takeout and pickup orders.

Customers save the card straight to Apple Wallet or Google Wallet without downloading an app, so sign-up takes less than a minute.

Train servers to mention it once

Servers are busy. Give them one clear moment to mention the card, usually when they drop off the check: "If you save our loyalty card, you will earn points on this meal." One mention per table is enough.

Scanning should happen at payment. If several employees handle checks, each can sign in to the scanner with your merchant code and their own PIN, so you know who served each customer. That record helps with questions and shows you which servers are bringing in the most sign-ups.

Use messages around meal times

Restaurant decisions are time-sensitive. A message that arrives at 11:15 a.m. can shape where someone eats lunch. The same message at 3 p.m. is forgotten by dinner. A few ideas:

• Announce a new seasonal menu on the day it launches.
• Share a weekday lunch special late in the morning.
• Let people know you are open on a holiday.

Keep messages within your business hours and skip your closed days. Two to four messages a month is a healthy pace. We cover more tips in push notification best practices.

Reach people who walk by

If your restaurant is in a busy area, the iPhone proximity alert is a quiet advantage. When a cardholder is near your location, their iPhone may show your card on the lock screen. For someone deciding where to grab lunch, that small reminder can make the difference.

Handle groups and shared checks

Groups often split the bill. Decide your rule ahead of time and put it on your sign-up poster. For example: points go to the person who pays, based on the amount they pay. Clear rules keep your servers from improvising at the table.

Set an expiry policy

Points expiring after 12 months is a sensible default. It keeps your program tidy and encourages people to return within the year. If someone is close to a reward and their points are about to expire, a short reminder can bring them back.

Review after the first month

After a month, look at sign-ups, how many members came back for a second visit and how many rewards were redeemed. If sign-ups are low, move the poster or remind servers. If few members return, lower the threshold or make the reward more tempting.

Bon appetit

A restaurant loyalty program works when it fits the way people dine: fair earning on varied checks, a reward that protects your margin and a sign-up that happens naturally at the table. You can see how ClubWallet fits into restaurant service on our restaurants page.

Keep reading

Frequently asked questions

Should restaurants reward visits or spending?

Most sit-down restaurants do better with points per amount spent, because checks vary so much. Fast-casual spots with consistent tickets can reward each visit instead.

Where should I put the QR code in my restaurant?

On the table, in the check presenter and at the host stand. People are most likely to scan while waiting for food or the check.

How do I handle split checks?

Set a simple rule and put it on your sign-up poster, such as points going to whoever pays, based on the amount they pay.

Try ClubWallet free for 14 days

No credit card and no app: your loyalty card in Apple Wallet and Google Wallet today.

Start my trial See plans and pricing