Sunday, 22 March 2009

Loyalty has its rewards

For six months I have resisted doing a ‘loyalty card’ because it felt too gimmicky. My argument has been that people will keep returning to Lantana if we do what we do well. I am loyal to cafes that I like and won’t keep going to a place that serves crap coffee just because they stamp a little card and promise to give me some of their crap coffee for free on my tenth visit.

But I realise that loyalty cards are also a way to say thankyou to the customers who walk past all the other places serving takeaway coffee and return to Lantana because they like what we do.

So here it is, the Lantana stamp book: a collectors item.

Every time you buy a hot drink to takeaway, you can collect a stamp. The more stamps you collect, the better the reward.

Collect 8 stamps for a takeaway coffee


Collect 12 stamps for a glass of prosecco

Collect 16 stamps for an eat-in breakfast of your choice.


Corn fritters with crispy bacon, slow roast tomatoes, rocket and aioli
Our first loyalty card recipient is already halfway to a free coffee- doing the office coffee run also has its rewards.

32 comments:

Dish said...

I like your use of the word 'crap'.

Eva said...

What a lovely idea! I do return to my favourite coffee places because I love what they do, but I really appreciate loyalty cards at those places because it's like a little reward for being in the know -- I appreciate them and they appreciate me. :) This is especially nice as a low-budgeted student for whom a good flat white or cappuccino is my special daily treat. A free one every so often really makes my day!

P.S. I finally got to Lantana last week (it's not as convenient to my flat as I'd like). I'm buying a bicycle this week and I look forward to many, many happy return visits -- my coffee and banana bread were marvy.

Sue said...

Hello,
I'm with Vogue Entertaining + Travel Australia and we are doing a piece on the best London cafés. We're looking for some high-res photos of London cafés for consideration for the piece. I could not find your email on the Lantana website, but if you check your blog comments hopefully you'll get in touch with me so I can email you the details!
My email address is vettemp@newsmagazines.com.au.

Thanks,
Sue

Tell your truth said...

I can't wait to get to your cafe! I think I've tried to find it several times, though no luck. Will put in a concentrated effort next time I'm in the area because I definately need my fill of FW's and nice breakfast food!

Anonymous said...

Great news!!

joel said...

What a great idea! I visited your cafe a few weeks ago whilst researching great coffee in London. The gut at Kaffeine told me lantana was not be missed and packed me off with a hand drawn map! Great advice though, what a fantastic cafe. Have since subscribed to the blog and came across your loyalty card post. I have a cafe in boscombe nr bournemouth with a similar ethos and have struggled with the loyalty card issue for a couple of years. I love your solution but could you clarify for me what qualifies someone for a stamp? Do you have a minimum spend? Is it one stamp per visit or per item bought? And has the customer response been good? We have always done a straight 10% discount for regulars but its got way to hard for all the staff to know who gets it etc a good loyalty scheme that doesn't scream "chain" would be amazing.

Shelagh Ryan said...

Hi Joel- customers get a stamp everytime they buy a takeaway coffee (not stay in coffee. There are 12 places for stamps in the book and they can get a free takeaway coffee after 8 stamps, a free glass of alcohol after 12 or if they keep collecting to 12, a free takeaway bacon sandwich and coffee.

The customer response has been fantastic. People like to have a ritual and like feeling valued.

S

Shelagh Ryan said...

Sorry, i meant there are 16 stamps in the book and you get the breakfast/coffee reward if you collect all 16 rather than 'cashing in' at 8 or 12. It works the same as frequent flyer points.

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