Loyalty Program and CRM

Overview

A loyalty program helps bring guests back and increase the average check. The CRM module lets you work with your customer base, segment your audience, and launch targeted campaigns.

Bonus Program

How it works

1. The guest places an order and receives bonus points (e.g., 5% of the amount)
2. Points accumulate in the guest's account
3. On the next order, the guest can redeem points as a discount
4. Points have an expiration period (configurable)

Setup

1. Settings → Loyalty → Bonus Program
2. Specify:
   • Accrual percentage (e.g., 5% of the order total)
   • Maximum % redeemable at once (e.g., up to 30% of the total)
   • Points expiration period (e.g., 90 days)
   • Minimum order amount required to earn points

Loyalty tiers

Create a multi-tier system to motivate repeat guests:

Promo Codes

Types of promo codes

Creating a promo code

1. Marketing → Promo Codes → + Create
2. Specify:
   • Code (text, e.g.: WELCOME15)
   • Discount type and value
   • Minimum order amount
   • Usage limit (total / per guest)
   • Validity period (from — to)

Promotions

Types of promotions

• Happy hours — discount during specific hours (e.g., -20% from 14:00 to 16:00)
• Combo deals — a set of items at a special price
• N+1 free — every Nth coffee is free
• First-order discount — attract new guests
• Birthday — automatic discount/gift on the guest's birthday

Display in the menu

Active promotions are automatically highlighted in the menu:

• Special labels (badge "Promotion", "Special offer")
• Strikethrough old price + new price
• A separate "Promotions" section at the top of the menu

CRM — Customer Base Management

What is stored

During registration and orders, the system collects:

• Name and contact details
• Order history
• Total spend
• Visit frequency
• Preferences (favorite dishes)
• Bonus balance

Segmentation

Split guests into segments for targeted communications:

Campaigns

• Email — personalized emails
• Push notifications — instant notifications to the phone
• Telegram — via the venue's bot
• SMS — for important notifications

Trigger campaigns

Automated messages based on events:

• Welcome after the first order
• Reminder after 7 days without an order
• Birthday greeting
• Notification about new promotions

Review System

Collecting reviews

After each order, the guest receives a request to leave a review:

• Rating from 1 to 5 stars
• Text comment

Smart routing

• 4–5 stars → prompt to leave a review on Google Maps or TripAdvisor
• 1–3 stars → the review goes to the manager (not published publicly)

This helps improve the venue's online rating and respond quickly to negative feedback.

Loyalty Analytics

• Number of program members
• Volume of points earned/redeemed
• Promo code conversion
• Promotion effectiveness (ROI)
• Guest retention rate

7. Referral Program

How it works

1. Each guest receives a unique referral code
2. The guest shares the code with friends
3. A friend places their first order → both receive a bonus

Setup

• Referrer bonus: fixed amount or % of the friend's order
• Referred guest bonus: discount on the first order
• Limit: maximum referrals per month
• Conditions: minimum order amount for activation

Tracking

• Number of invitations → conversion to orders
• Viral coefficient (how many new guests each one brings)
• Referral program ROI

8. Review System and Feedback

Collecting reviews

After an order, the guest receives a push notification: "How did you like it?"

• ⭐⭐⭐⭐⭐ (4–5 stars) → "Thank you! Leave a review on Google" (redirect)
• ⭐⭐⭐ (1–3 stars) → "We're sorry. Tell us what went wrong" → message to the manager

Moderation

• All reviews are available in Marketing → Reviews
• Reply on behalf of the venue (public or private)
• Auto-replies for typical situations

Display

• The average rating is visible in the digital menu
• Best reviews — on the venue's home page
• Integration with Google Reviews, TripAdvisor

9. Marketing Tools

Email campaigns

• Email templates: menu updates, promotions, holidays
• Personalization: name, favorite dishes, order history
• A/B testing: subject, content, send time
• Analytics: open rate, click rate, conversion

Push notifications

• For PWA users (who added the menu to the home screen)
• Types: promotions, new dishes, personalized offers
• Geo-targeting: notification when near the venue

SMS campaigns

• Order / reservation confirmation
• Promo campaigns (with customer consent, GDPR)
• Reservation reminders

Social networks

• Instagram: menu link in profile, stories with a QR code
• Facebook: menu integration as a page tab
• Google Business: up-to-date menu in the Google Maps profile