Restaurant loyalty schemes, discounts and repeat orders
How to use loyalty mechanics to increase direct repeat orders without discounting every transaction.
Loyalty points and stamps
Points or stamps reward customers for repeat direct orders. The operational detail that matters is where the reward is redeemed: checkout, in-store, or both.
Vouchers and first-order incentives
Vouchers can be limited to direct orders and specific customer segments. A first-order incentive is useful for acquisition, but should be time-bound.
Discount strategy without margin erosion
| Mechanic | Best use | Margin risk |
|---|---|---|
| First-order voucher | Acquisition from marketplace customers | Medium |
| Loyalty points | Repeat direct orders | Low |
| Free item after N orders | Habit formation | Low–medium |
| Blanket discount | Short-term promotion | High |
Repeat-order data
Direct ordering gives you order history at customer level. Use it to identify lapsed customers, high-frequency customers not yet on the loyalty scheme, and customers whose average order value is declining.
Related
Frequently asked questions
Should loyalty rewards apply to marketplace orders?
Loyalty schemes are most effective when they reward direct orders specifically.
What is the difference between a discount and a loyalty scheme?
A discount reduces the price of a single order. A loyalty scheme rewards repeat behaviour over time.
Can vouchers be limited to direct orders?
Yes. Voucher codes can be configured to apply only to direct-channel orders.