What if your restaurant could turn one-time diners into lifelong regulars?
That’s the magic of a good loyalty program. In today’s competitive restaurant scene, getting someone through the door is just step one—the real win is turning them into repeat guests. Loyalty programs are especially powerful in the restaurant world, where word of mouth and regular visits keep things thriving.
Why Loyalty Programs Work (and Why Guests Love Them)
When diners have a ton of options and margins are tight, a smart loyalty program can help you build lasting connections.
These days, nearly 80% of diners say they’re more likely to pick a spot that offers rewards—so it’s not just a nice extra, it’s a proven way to bring in more business.
Here’s how a loyalty program can help your restaurant shine:
- Boost customer lifetime value: When guests earn rewards for coming back, they’re more likely to pick you next time they’re hungry. Plus, loyalty members tend to visit (and spend!) more often — 32% engage with programs weekly.
- Build brand love: Personalized rewards (like birthday perks or order-based offers) make customers feel seen and valued—turning casual diners into devoted fans.
- Win over younger diners: Gen Z and Millennials love loyalty programs. In fact, over 40% of both groups are already members at a restaurant.
- Get better customer insights: Loyalty programs give you data on what your guests love, when they visit, and how they spend—info that’s super helpful for creating personalized offers and fine-tuning your menu.
But here’s the thing: launching a loyalty program is just the beginning. To make it a hit, you need to actively promote it—online, in person, and everywhere in between.
Whether you’re running a cozy café or a bustling bistro, these 7 proven tactics will help you grow your loyalty program, boost sign-ups, and turn happy customers into loyal fans.
How to Promote Your Restaurant Loyalty Program
1. Turn Every Visit Into a Sign-Up Opportunity
Your restaurant is already packed with people who love your food—so why not invite them to join your rewards program while they’re feeling the good vibes? They’re at their most engaged, making it an ideal moment to invite them into your program.
Tips to Increase In-Store Sign Ups:
- Get your team involved: Make loyalty promotion part of staff scripts. Servers can say: “Did you know we have a rewards program? It’s free, and you can earn points every time you eat here."
- Add signage: Posters near the entrance, menu inserts, or signs by the register are great attention-grabbers.
- Include QR codes: Pop a code on your menu or tables that links straight to your sign-up page—super easy for guests to scan while they wait.
- Send the message home: Table tents, takeout inserts, or stickers on to-go bags (“Love your meal? Join our loyalty program for a free treat next time!”) can seal the deal.
The best time to get someone excited about rewards? Right after they’ve enjoyed your food.
In-person sign-ups create an instant emotional connection. Guests are already experiencing your hospitality, and the idea of getting rewarded for future visits taps directly into that positive feeling.
2. Make Your Website Loyalty-Friendly
Your website and online ordering platforms should be working just as hard as your staff to promote your loyalty program. These are high-traffic areas where many of your most tech-savvy customers interact with your brand.
Customers who order online are already digitally engaged and likely to join and use a digital rewards program—especially if it offers perks tied to convenience or delivery.
Tips to make your mobile platforms loyalty friendly:
- Create a dedicated page: Give your program its own space on your website. Make it easy to understand, with clear steps to join and what rewards they’ll get.
- Highlight rewards at checkout: Use messages like: “Earn double points when you order today!” to encourage people to sign up as they check out.
- Make your app seamless: If you have one, your app should make it easy for users to track points, unlock rewards, and get updates on new deals.
By making your website and ordering pages loyalty-friendly, you ensure that your program is visible and accessible where modern diners spend their time—online.
These updates turn your website and app into round-the-clock promoters—bringing in new members even while you sleep.
3. Use Email & SMS Campaigns
Loyalty doesn’t stop when the meal ends. With email and SMS campaigns, you can keep the conversation going—and gently nudge people to come back.
Did you know? Almost half of diners prefer to hear from restaurants via email, and 20% of Gen Z like engaging through social media.
Email and SMS marketing is highly cost-effective, and loyalty messages can be personalized to feel like VIP treatment. These channels are also great for re-engaging dormant customers or reminding people of unused rewards.
What to do:
- Welcome email: Trigger an automated email as soon as someone joins. Include a sign-up bonus and a simple explanation of how to earn and redeem rewards.
- Ongoing reminders: Send your loyalty program members personalized messages such as, “You’re just 10 points away from a free coffee!” or “We miss you! Come back this week and get double points.”
- Exclusive perks: Offer members-only flash deals or early access to new menu items via text or email.
It’s all about making guests feel special and keeping your restaurant top of mind—even when they’re not at the table.
4. Offer an Irresistible Sign-Up Reward
Let’s be real—everyone loves a freebie.
A great sign-up reward gives people that little extra push to join, especially when they get something right away. A well-timed sign-up bonus creates an immediate sense of value and excitement.
Examples of Sign-Up Rewards:
- Free treat: Offer a complimentary dessert, appetizer, or coffee just for joining.
- Exclusive discount: Give new members a percentage off their next order.
- Limited-time bonus: Highlight a temporary reward, like double points for signing up this week.
- Free delivery perk: For restaurants with online ordering, offer free delivery on a member’s first app-based order.
Make sure your offer is easy to spot—on signs, menus, your website, emails, and your app. The goal is to make joining feel like a no-brainer.
5. Add Exclusivity with VIP-Only Benefits
Once someone joins, keep the good vibes going by offering perks that feel extra special. People stick around when they feel appreciated.
Examples of Exclusive Member Perks:
- Member-only specials: Offer limited-time deals only available to loyalty members (e.g., “This week only: Members get a free garlic bread with any entrée!”).
- Tiered reward levels: Implement bronze, silver, and gold status to recognize and incentivize your most loyal guests.
- Milestone rewards: Send automatic rewards for birthdays, anniversaries, or customer milestones using your POS or loyalty software.
These exclusive perks give your loyalty program a premium feel—making customers feel appreciated, special, and more invested in returning.
7. Encourage Word-of-Mouth with a Referral Program
Your most loyal customers are also your best marketers.
Customers referred by other customers have a 37% higher retention rate and are 4 times more likely to refer more customers to your brand. A referral program turns word-of-mouth into something tangible by rewarding both the person who refers and the new guest.
It's a win-win strategy that builds trust and grows your customer base—without expensive ad spend.
Examples of High-Impact Referral Tactics:
- Double-sided incentives: Offer rewards like “Give $5, Get $5” to motivate both parties to take action.
- Make it easy to share: Enable customers to share their unique referral codes via SMS, email, or social media in just a few taps.
- Promote it everywhere: Highlight your referral program across your website, at checkout, and in-store signage to boost visibility.
By rewarding your biggest fans for spreading the word, you’re not only expanding your reach but building a community.
Tools like DataCandy’s referral feature make it easy to launch, track, and grow your program—so you can turn happy customers into your best brand ambassadors.
7. Promote Loyalty on Social Media
Social media is your spotlight—use it to show how awesome your loyalty program really is. Whether it’s Instagram, TikTok, or Facebook, your followers want to see real experiences and real rewards.
Examples of Social-Driven Loyalty Tactics:
- Showcase real members: Post photos or videos of customers redeeming rewards or celebrating loyalty milestones.
- Promote perks creatively: Use Stories and Reels to highlight double-points days, exclusive offers, or behind-the-scenes content just for loyalty members.
- Host loyalty-based giveaways: Run contests where entry requires joining your program or tagging a friend—this expands your reach and your membership list.
- Offer social rewards for UGC: Encourage customers to share photos, videos, or reviews of their dining experiences on social media by rewarding them with loyalty points or exclusive perks. This creates authentic engagement and helps amplify your brand’s reach.
Social media is a powerful lever to increase loyalty sign-ups and engagement. When customers see others getting rewarded, they want in.
Pro-Tip: With DataCandy’s social rewards features, you can incentivize customers to share their dining experiences on social media by awarding loyalty points or exclusive perks for posts, tags, or reviews—turning likes and follows into long-term loyalty.
Final Thoughts
Your loyalty program is only as strong as how often (and how well) you promote it.
By weaving it into every part of your customer experience—from in-person dining to emails to social posts—you’ll build stronger relationships, get more repeat visits, and create a community that’s excited to support your brand.
Leveraging user-generated content and offering social rewards not only boosts engagement but also creates authentic word-of-mouth marketing. By integrating these tactics across all your touchpoints, you’ll not only grow membership, but also deepen customer relationships and increase repeat visits.
Want to see a successful loyalty program in action?
Check out how Copper Branch used Data Candy to boost customer engagement and loyalty.
