Restaurant chains move away from vouchers to loyalty

High street restaurant chains La Tasca and Yo! Sushi are eschewing vouchers in favour of loyalty schemes as they look to reward repeat custom rather than rely on promotions to attract new customers.


La Tasca’s scheme, created by Torex, will offer members 20% off food all day every day at its UK restaurants and additional news and offers from this week in a move to recognise individual loyalty. Previously, diners were only able to redeem offers when the chain issued a printed voucher promotion through a third party.

Natalie Martin, digital media manager at the tapas chain, says La Tasca will use the data it gathers from the loyalty programme to understand more about guests and their preferences in terms of menu, stores and offers, and use this to help develop the business.

Martin adds: “This gives freedom to our customers and means that they can visit us when convenient to them, not just when vouchers are available and convenient to the business.”

The company, which has 70 UK restaurants, hopes the loyalty programme will help grow the business by encouraging a more loyal fan base and repeat visits as well as differentiating it from other high street chains.

Yo! Sushi, which has 60 restaurants globally, is launching a trial loyalty scheme at 15 London outlets to celebrate the 15th year since launching its first restaurant in the capital.

Customers spending more than £10 on three separate visits between now and 31 May will receive free dishes on their next visit, or a free takeaway box set.
Cardholders will also enter a prize draw to win a trip to the opening of Yo! Sushi’s first US restaurant in Washington DC.

The scheme could later be rolled out nationwide.



Profile: Christa Carone, CMO, Xerox

Laura Snoad

Taking personal control of mission redefinition: If anyone can, Xerox chief marketing officer Christa Carone can make the brand’s communications strategy more relevant to its customers and shift ingrained perceptions about the business.


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