Guests looking to upgrade their dining experience at one of the UK’s most prolific restaurant groups can now take advantage of a newly launched app offering various perks and benefits.
The Ivy Premier Rewards App has been built to enhance the diner offering across the brand, which operates 41 Ivy Café and Brasserie restaurants nationally. Guests can earn points across all these restaurants, as well as the Granary Square Kings Cross location, the original Ivy West Street and the expanding Ivy Asia restaurants.
Rod Stewart helped to launch the app, plugging his new whisky brand Wolfie’s, which is now stocked across the group.
The perks within the app include priority reservations, annual one-time access to the Ivy Club on West Street, complimentary dishes on birthdays and crucially, for every £1 spent in the restaurants, 5% redeemable credit for future use.
It’s the restaurant cashback which has caught most attention. At a time when bottom lines are being squeezed, the scale of The Ivy Collection means the cost-benefit of giving a 5% discount on future sales revenue for a limited number of app users is worth how much those diners will spend to gain such credit.
With two tiers of membership, The Ivy is banking on the app to inure additional loyalty towards the brand at a time when consumer spending remains inconsistent.
The size of the Ivy Collection business means that founding this kind of diner-based platform is easier. But with more restaurants looking to create their own virtuous circle, as Tesco did with the Clubcard which has resulted in 7.5% year on year growth since 2021, the scheme could prove immensely valuable.
To learn more about the scheme, visit here.
Harden’s Platinum
Now two years old, Harden’s Platinum club is a loyalty scheme by which restaurants can offer benefits to Harden’s paid-for club members.
Benefits are only visible to club members, they are not shared generally online. The type of benefit is at the discretion of the restaurant.
If you have a brand or restaurant interested in reaching the Harden’s audience, please contact truly.ogbonson@hardens.com
