Orchid offers silver service

The Orchid Group is targeting with lucrative 'grey pound' market with a new drive to sign up members for its Diamond Club scheme, open to customers over 60.

The food-focused managed pub group is sending targeted direct mail to potential members within a five mile radius of its 41 contemporary carveries, as well as other pubs. Members are offered meal deals and discounts in at least 80 pubs.

The scheme has already proved has over 180,000 members, with a further 250 signing up every day - with 10 per cent coming through online applications.

Orchid hopes the direct mail campaign combined with local pub manager activity will add at least another 250,000 customers.

The offer includes 25 per cent off meals in participating pubs as well as a two course menu offer in Orchid's carveries.

Sharon Hammond, Carveries Marketing Manager, comments: "The over 60s market is a tremendously important one and yet so many retailers forget about the older consumer. You only have to look at the latest National Statistics to see that the UK has an ageing population with an increasing proportion of people aged 60 and over.

"Over 60s appreciate and actively look for good value for money and they tend to be more brand loyal than their younger counterparts. In fact, some of our members visit their local carvery up to three times a week of a lunchtime and in some pubs a quarter of the food sales are from Diamond Club diners. "

She added: "Members feel very much at home with our teams and seem to really enjoy the social aspect as well as the food. "