The scheme, called Treats, rewards guests each time they visit a Heartwood Inn, with five treats to collect before users reach VIP status – where the perks include 15% off food for up to six guests for a whole year.
Users are required to spend £25 on food and/or drink to unlock their next treat, which can then be redeemed against a full-priced menu from its à la carte or specials board on their next visit.
Personalised journey
Other benefits of joining the loyalty scheme include the ability to book tables and overnight stays through the app, 10% off B&B stays across its pubs with rooms, access to regularly updated offers and perks, complimentary birthday fizz and the ability to book an Uber directly through the app to a Heartwood Inn.
Speaking about the upcoming loyalty app at MCA’s recent Hostech conference, Heartwood Collection head of digital Caz Taylor said the group had designed the scheme with personalisation and flexibility in mind.
“One of the challenges was, what if we had a particular reward that didn’t incentivise that guest?” said Taylor.
“We’re exploring the idea of letting guests choose their reward – that removes a barrier and creates a more personalised journey.”
Strong trading
Heartwood Collection recently reported a 12.6% increase in revenue for the year to 30 June 2024, to £67.9m, with site EBIDTA rising to £11.7m, reflecting strong trading across its Inns portfolio and Brasserie Blanc restaurants.
The Teddington-based business, which operates 32 inns, recently opened its seventh venue with rooms, the George & Dragon in Marlow, and last month acquired the Hampshire Hotel in Chandler’s Ford from Pebble Hotels.
Earlier this year, Heartwood also saw success in the Best Brand/Concept category at the Publican Awards.
- This story was originally published in The Morning Advertiser’s sister publication MCA here.
