Club Individual was created by Adam Purslow, CEO at TheLoyaltyCo., in 2011. Club Individual is the loyalty platform for Individual Restaurants, a national restaurant company based in the UK with over 40 outlets. Their recognisable brands are Piccolino, Restaurant Bar & Grill and Gino D’Acampo My Restaurant.
Individual Restaurants set out with the goal to drive sales and their customers. Over the years this has evolved into focusing on customer engagement and guest recognition. Club Individual now boasts over 1.7 million members and 60% of all revenue is swiped on a loyalty card as either an award or redemption. Up to 80% of all customer transactions are by a member.
In 2018 Individual Restaurants launched their Club Individual app, developed by the team behind TheLoyaltyCo. The new app gave current members an easy way to check their points on the move, receive instant notifications about new rewards and they had no need to carry a card with them. The company have been able to track reward uptake and target more effective communications via app usage analytics and the ease of push notifications.
Individual Restaurants created a very immersive brand experience for their guests in-app. They wanted to include videos and imagery of every restaurant, a playlist for each brand and their seasonal showcase magazine of their latest menus. More functional features include in-app restaurant bookings, points balance view, a virtual card that can be added to your smartphone wallet, events calendar and their collection and delivery service.
From booking in-app, guests are recognised by the restaurant as a member, any profile preferences are noted, they are greeted by name. Guests are wowed by the recognition and are treated according to their preferences. It’s always been very important to Individual Restaurant’s CEO, Steven Walker, that they know their guests, they recognise them on arrival and they exceed their expectations every time they visit. Having the loyalty program and app, integrated with their EPOS and reservation systems have really made this all possible.