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How to Start a Loyalty Program for Pubs
The best way to build loyalty is when you’re intentional.
Here’s what spreadsheets don’t show you: the genuine community we’ve built. When Mark brings his entire office for Friday drinks because he gets “double points,” or when Lisa hosts her birthday at our pub three years running because of her “VIP status”—that’s real loyalty.
5 Loyalty Program Elements That Actually Works
1. Tiered Rewards That Get People Talking
Remember when airlines made everyone obsessed with reaching “Gold Status”? Borrowing that psychology for pubs, and it works like a charm.
Offer a free pint after 10 visits or a Welcome Toast – Literally. We ring a bell and toast new members with a complimentary drink
2. Mobile-Friendly Because No One Remembers Cards
digital pivot is a game-changer:
- We use a simple QR code system that links to your phone number
- Members get instant text notifications when they earn rewards
- your bartenders can pull up your profile with your phone number or name
3. Referral Bonuses That Created a Snowball Effect
Referral programs has simple but powerful incentives:
- Two-way rewards – Both the referrer and new member get bonus points
- Friend multipliers – Bring three friends, get triple points, not just three times regular points
- “Insider tip” cards – Members can give these to friends for a first-drink discount
Last month, 43% of our new sign-ups came through referrals, which cost us basically nothing but brought in customers who already had a positive association with us.
4. Members-Only Events That Create FOMO
Nothing drives sign-ups like good old-fashioned FOMO (Fear Of Missing Out).
Some events that have worked wonders:
- Tuesday Tastings – Members sample new brews before they hit the taps
- Quarterly Pub Quiz exclusively for members and their guests
- First Pour Fridays – Members get first access to limited edition seasonal beers
The photos on social media from these events do more marketing than paid ads ever did. When people see their friends having exclusive experiences, they want in.
5. Multi-Channel Communication That Feels Personal
Too many messages and people unsubscribe; too few and they forget they’re members.
The sweet spot:
- Personalized birthday texts with a special offer
- “We miss you” emails after two weeks of absence (with a comeback offer)
- Social media shoutouts celebrating milestone members
- Surprise and delight moments for super-fans (like the time we named a sandwich after our 1000th member)
The key is making people feel seen and appreciated, not just marketed to.
Digital vs. Physical Loyalty Programs: The Expensive Trial-and-Error So You Don't Have To
We’ll save you $2,000 and three months of headaches.
Some businesses started with beautiful stamped cards (because they looked “authentic” and “craft”), then went all-digital with a fancy app (because they wanted to be “modern”), and finally landed on a hybrid approach that actually works for real humans with varying comfort levels with technology.
Here’s the honest breakdown of what each approach actually delivered:
Three critical things we learned:
- Older customers will surprise you – Several 60+ regulars became our biggest digital advocates once they saw how it worked
- Staff buy-in matters more than technology – Your staff advocacy for your program truly matters, it really is such a huge part of the connection.
- Keep sign-up under 30 seconds – Businesses lost 27% of potential enrollments when the process took longer than this
Our recommendation? Start with a simple phone number-based system with physical cards as an option. You can always get fancier as you grow.
Loyalty Programs are Perfect for Pubs
The beautiful thing about a well-designed loyalty program is that it creates a virtuous cycle: happy regulars bring friends, who become regulars, who bring more friends. Three years in, we’re seeing second-generation referrals—people who were referred by someone who was referred by an original member.
Ready to Transform Your Loyalty Strategy?
Visit eber.co or contact us at enquiry@eber.co to discover how our platform can help your brand create meaningful customer retention.
Our latest consumer loyalty webinar highlights the intricacies of APAC consumer trends.
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