Points are Pointless: Individual Restaurants Launches New Experience Focused Loyalty Scheme

Friday 05th Jan 2024 |

Customer insight from Individual Restaurants reveals that 60% of people don’t value points as part of a loyalty programme

Club IR is the new highly anticipated loyalty scheme from Individual Restaurants – with unforgettable experiences, exceptional offers and real rewards

The highly anticipated new loyalty scheme from Individual Restaurant Group, Club IR, launches this week (Thursday 4th January). The new programme elevates what diners can expect from a loyalty card, ditching the tired ‘points’ system and instead focuses on giving guests what they really want; personalised offers, exceptional service and money-can’t-buy experiences.

Personalisation is at the heart of Club IR, and underpins the three tiers; ‘Club’, ‘Black’ and ‘Diamond’. Members on every tier can expect the ultimate personalised experience as part of Club IR – from a round of drinks on your birthday to exclusive invitations to VIP events such as luxurious Club IR parties, top sporting events and once-in-a-lifetime trips to top culinary destinations.

In 2023, searches for ‘loyalty programme’ increased by 28% as consumers look for the best schemes that reward them for their loyalty.* With that, priorities have shifted away from the traditional points-based system, and towards a more bespoke model that rewards customers with real, valuable discounts, offers and experiences.

More than a loyalty scheme, Club IR has been curated based on valuable customer insight that shows only 2 in 5 people actually value points as part of a loyalty program. Rather than earning and spending points, research found that more than half of customers prefer a variety of offers and discounts, as well surprise rewards (92%) and a tiered system of loyalty (85%).

Market research shows that whilst points-based loyalty programmes are the commonplace, consumers value other perks far more. Exclusivity is key, with 51% of people saying they’d want to see exclusive offers and 32% looking for personalised offers.* With this in mind, the new Club IR rolls out the red carpet for members by focusing on real, personalised rewards, VIP experiences and crafting unforgettable moments.

Individual Restaurants collection comprises of Restaurant Bar & Grill, Piccolino, Riva Blu and Piccolo by Piccolino, totalling 31 restaurants across the UK. From incredible seasonal cuisine and unforgettable steaks at Restaurant Bar & Grill, to the finest authentic Italian cuisine at Piccolino and Naples inspired Riva Blu, Club IR rewards guests across every restaurant.

As part of the new programme, members will be the first to know about news and events, and will be privy to a variety of specially curated in-restaurant perks such as 50% off wine on ‘Wine Wednesdays’ as well as complimentary birthday drinks year round. As well as the always-on offers, members can unlock a world of unforgettable experiences in the form of luxurious, exclusive to Club IR, parties, access to top sporting events, once-in-a-lifetime trips and at-home premium dining experiences. With an amazing new app which will launch at the same time, Club IR could not be easier to access, allowing guests to see exclusive rewards and experiences available in real time and book tables.

Individual Restaurants has designed the programme to all guests are welcome from the moment they join the club, with benefits starting from sign up.  The highest Club IR tier, the ‘Diamond’ membership, rewards its most loyal guests with the ‘Concierge Service’. The dedicated, personalised service is available for diamond members to make table reservations, book parties, organise bespoke experiences and ensure that each and every members has an unforgettable experience. The concierge service guarantees Diamond members a table at any restaurant in the group, within 30 minutes of arrival, with your favourite drink ready for you at the bar whilst you wait.

Impeccable, authentic and personalised service is at the heart of every Individual Restaurant Group restaurant, and underpins Club IR; echoing the results of the customer survey which stated guests view food, service and environment as the most important factors to them when dining. Guests in every restaurant can expect to be met with the same friendly service, world class hospitality and made to feel at home whilst enjoying exceptional food.

Andrew Garton, CEO of Individual Restaurant Group comments “We know from our members that it’s not points that they value. Instead our guests value personalised service, incredible food and friendly hospitality – something that we pride ourselves on at Individual Restaurants. With our new loyalty scheme, we’ve taken what was an extremely popular programme already and listened to guests to make it even better – with more personalised offers, luxury experiences and tailored event invitations.

Club IR exemplifies our values through specially curated, personal offers for our members, a range of incredible money-can’t-buy experiences and a knowledge that they will always receive the very best service when they enter any one of our restaurants. We’re confident that our new Club IR loyalty programme is the best on the market.”

“We value every single one of our guests, and want to reward them in the most special and personal ways we can.”

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To celebrate the launch of Club IR, members can enjoy 50% off food for the entirety of January, when dining Monday to Thursday in any Individual Restaurant location.**