Greene King has reached two million customers registered with its loyalty and rewards programme less than a year after launching its integrated app.
The milestone marks the next stage in the pub company’s loyalty strategy, with Greene King now introducing ‘Missions’, which will allow customers to complete set targets in order to unlock rewards.
The Greene King app combines its loyalty programme with pub search, bookings, ordering and payment functionality alongside exclusive offers and rewards.
During the football season, customers can also access a 10% matchday discount during selected Premier League and Championship fixtures shown across participating Greene King pubs.
The app operates across Greene King’s 1,600 managed pubs and is designed to reduce queuing while giving customers access to menus, booking options and personalised rewards from one platform.
Greene King said summer sporting events and payday promotions have contributed to increased registrations and awareness of the programme.
Clair Preston-Beer, Chief Commercial and Digital Officer at Greene King, said: “This is an exciting time as we see our customers continue to enjoy the benefits of our app, loyalty and rewards.
“The summer of sport and pay day weekend offers have driven more sign-ups and more awareness, and customers are loving the rewards and offers which they can unlock.
“Thanks to insight into customer behaviour, we have a greater understanding on how we can connect and reward their loyalty with our pubs and brands.
“Having an integrated app allows customers to easily browse menus and book drinks, dining and sports, and this is a further evolution with options to drive loyalty through exclusive rewards and offers.”
Other features within the app include Pub Finder, allowing users to search for nearby Greene King venues and filter them according to features including beer gardens, children’s play areas and dog-friendly facilities.
New customers can also access Spin to Win, giving registered users the opportunity to win rewards including a main course, dessert or pint.
Interactive games include Pub Match, which enables customers to compete on leaderboards for potential vouchers, with transactions providing additional opportunities to play.
Score King allows customers to predict Premier League results and earn rewards for correct score predictions.
The Order & Pay function enables customers to view menus and order directly from their table using saved card details, Apple Pay or Google Pay, alongside live waiting-time information.
The introduction of Missions will further develop Greene King’s use of the app to personalise rewards and encourage engagement across its pub estate.
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