Pubs have always relied on regulars — the friendly faces who return week after week, rain or shine. But in 2025, customer loyalty isn’t what it used to be. Rising living costs, endless choice, and subscription fatigue mean that pubs need more than just “buy nine pints, get one free” to keep people coming back.
The problem? Most pub loyalty schemes fail. They cost money to run, annoy staff, and customers forget about them after one visit. But when done right, loyalty schemes can transform your pub’s profits and customer base.
In this guide, we’ll explore why loyalty schemes flop, what makes a scheme successful, and how to create one that your customers actually love.
Why Pub Loyalty Schemes Fail
They’re Too Generic
Most schemes copy coffee shops: collect stamps, get a freebie. The issue? Pubs don’t work the same way. Customers don’t drink pints in the same volume or frequency as takeaway coffees.
- Data point: According to CGA Strategy, over 60% of pub loyalty schemes are abandoned by customers within 3 months.
They Don’t Add Real Value
If a scheme only offers minor discounts, it won’t stand out. Customers can find deals elsewhere or just switch pubs when prices feel too high.
- Authority link: Statista research shows that 70% of UK customers expect personalised rewards from loyalty programmes in 2025.
They’re Hard to Track
Paper cards get lost. Apps are too clunky. Staff don’t know how to use the system. If the scheme slows service or confuses customers, it will fail.
- Authority link: UKHospitality notes that poor staff training is a leading reason why hospitality loyalty programmes collapse.
4. They Focus on Discounts, Not Experiences
Discounting pints or meals erodes margins without creating true loyalty. Customers become deal hunters, not regulars.
- Case study: A survey in Morning Advertiser showed that pubs offering exclusive events as rewards saw 35% higher retention than those offering only discounts.
What Makes a Pub Loyalty Scheme Work?
1. Personalisation
Customers want rewards that feel tailored to them. A gin lover doesn’t want discounts on lager, and a family visitor doesn’t care about late-night cocktails.
- Tip: Use customer data (safely) to segment your rewards.
2. Experiential Rewards
Free entry to events, reserved seating for the big match, or first access to new beers often feel more valuable than £1 off a pint.
- Authority link: Forbes reports that experience-based rewards drive stronger long-term loyalty than discounts.
3. Ease of Use
The best schemes are frictionless. No fiddly apps, no paper cards. Just simple, automatic rewards.
- Pro tip: QR code-based check-ins or SMS-driven loyalty are perfect for pubs.
4. Community Connection
Loyalty schemes work best when they reward belonging, not just transactions. Make customers feel like insiders.
- Examples: “Founders Club” memberships, secret menu items, or recognition on a pub wall of fame.
5. Consistency
The biggest killer of loyalty schemes? Landlords who forget to promote them. If customers don’t know it exists, it won’t work.
How to Build a Loyalty Scheme That Works in 2025
Step 1: Define Your Goal
Do you want more frequent visits? Bigger spend per head? Or new customers? The reward structure should reflect your goal.
Step 2: Keep It Simple
If customers need to download a clunky app, they won’t bother. Instead, think:
- Stamp cards for low-tech options
- QR check-ins for modern pubs
- SMS/email integration for follow-up offers
Step 3: Offer the Right Rewards
Great examples for pubs include:
- Free entry to your next comedy or music night
- A reserved booth for the next big football match
- A free birthday drink (personalised reward)
- Early access to seasonal beers or cocktails
Step 4: Promote Relentlessly
Mention it on every poster, Facebook post, and at the bar. Staff should remind regulars and explain the benefits.
- Authority link: HubSpot emphasises that consistent promotion is key to adoption.
Step 5: Track and Improve
Don’t just launch and forget. Track sign-ups, redemption rates, and repeat visits. Refine rewards if customers aren’t biting.
The Role of Automation in Loyalty Schemes
Running a scheme manually is exhausting. That’s why most fail. With automation, you can:
- Send reminders automatically (SMS/email)
- Promote loyalty rewards on Facebook
- Schedule posts highlighting exclusives
This is where SmartPubTools comes in. It helps landlords create, promote, and manage loyalty schemes without extra admin — keeping your scheme front of mind.
Common Pitfalls to Avoid
- Over-discounting: You’ll lose profit.
- Too complicated: If staff don’t get it, customers won’t either.
- Ignoring data: Without tracking, you can’t improve.
- One-size-fits-all: Customers expect personalised experiences in 2025.
Final Thoughts
Most pub loyalty schemes fail because they’re generic, hard to use, or purely discount-driven. But landlords who design schemes around experiences, simplicity, and community see real results.
Your regulars don’t just want free beer — they want to feel valued, connected, and part of your pub’s story.
👉 If you want to launch a loyalty scheme that works — without drowning in admin — start with SmartPubTools. It automates promotion, keeps customers engaged, and makes sure your loyalty scheme is one they’ll actually stick with.