Driving revenue with an innovative rewards programme
Context
Retaining existing customers and driving repeat purchases are crucial for any B2C platform. To achieve this for Dish Cult, we aimed to create an attractive rewards programme.
Our goal was to incentivise users, encourage them to explore new venues, and ultimately increase spending within Dish Cult's network of participating restaurants.
Recognizing the opportunity to boost customer loyalty and drive monetisation within our own ecosystem, we set out to design a rewards programme tailored to diner’s and restaurant’s expectations.
Company
ResDiary / Dish Cult
Industry
Hospitality
Platform
Web
Mobile iOS and Android
Solution
To address customer retention and drive repeat business, we designed a point-based and merchant-funded loyalty programme called Dish Cult Rewards. This programme incentivises diners to discover, book, and dine at participating restaurants through Dish Cult, rewarding them for their loyalty.
Seamless programme for diners and merchants:
Any Dish Cult user in the UK can become a member by simply linking their Visa, Mastercard, or American Express card via the Dish Cult apps.
Rewards members earn points when they spend at any participating merchant simply by using their linked credit/debit card.
Upon reaching 300 points, a £10 reward is automatically created and attached to their account, redeemable by making a booking at a participating venue via the Dish Cult apps.
Participating venues can easily identify Rewards members in their dashboard and pull reports once onboarded.
Dish Cult Rewards was built with two main partners: Fidel API, supporting scheme liaison and card monitoring, and Talon.One, acting as our loyalty engine with a Braze integration.
Impact
Dish Cult Rewards, demonstrated strong user engagement during its rollout phase.
Launched in February 2023 for the UK market only, the programme saw a significant increase in user activity. The Dish Cult Rewards member conversion flow achieved a 25% success rate, and our loyalty member base grew by 30% within the first 5 months of the programme's rollout.
Strong adoption was signalled by an average of 1.78 cards linked per member.
Key results
25%
Member conversion flow
1.8
Credit or debit cards linked by member
+30%
Member base growth
“Emmanuelle is a dedicated and results-driven professional with exceptional skills in product management, problem-solving, and client relationships.”
— Jonathan Yu, Talon.One