The group has teamed up with an Edinburgh-based hospitality tech start-up, Stampede, to create a bespoke system that will offer discounts of up to 25% on food and drink across its 22 sites until the end of January.
The new loyalty scheme, branded Crave, will also offer customers a VIP pass to a range of exclusive discounts throughout the rest of the year.
Around 4,500 customers have already signed up to the scheme, and the company hopes to grow numbers to 10,000 by the end of the year.
Paul Kerr, Digital Marketing Manager from Signature Group, said: “January is usually a quieter time of year for the hospitality sector, so we wanted to do something to kick start the new year, help people save money and beat the winter blues at the same time.
“By teaming up with our tech partners, Stampede, we’ve been able to develop our very own digital technology and launch the new Crave loyalty scheme to help benefit everyone.
“Our loyal customers can now sign up to Crave and enjoy a range of exclusive discounts at each of our 22 venues in January, throughout 2025 and beyond.”
Kerr said the new system was just one way Signature was adopting the latest technology to enhance the customer experience in its sites.
“Tech became a necessity to visit hospitality venues during the pandemic, but we now see that in the long term we can harness its many advantages, in tandem with interactions with staff, which remains key.
“Crave is a great example of how we’re really embracing technology to enhance the customer experience. In 2025, we aim to be digital first in everything we do. We have a very wide customer demographic and look forward to increasingly personalising Crave to give them all benefits that really suit them.
“Signature, like all players in our sector, is seeing its margins squeezed on many sides, and we see that Crave can really help us effectively manage demand across our portfolio and encourage our customers to visit more of our venues - while crucially giving back and helping them save money.”
Crave is free to join and is available as a downloadable pass that can be saved to mobile digital wallets.