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Business knowledge

How your guests earn PAYBACK points and Miles & More award miles in restaurants.

Jens Ertel
October 2021

Customer loyalty is a big issue for restaurateurs. After all, you don’t want your guests to come just twice or three times, you want them to choose your restaurant again and again. Regular customers are not only profitable for your business, they also signal to you that your business is doing many things right. Or the other way round: if the regulars don’t come, then something is going very wrong.

 

Why are loyalty programmes so attractive for restaurateurs?

  1. It is five times more expensive to acquire a new customer than to keep a loyal one.
  2. Loyal customers buy 90 percent more often and spend 60 percent more
  3. As a rule, 20 percent of your current loyal customer base generates 80 percent of your turnover.

There are various measures to increase your customer loyalty. But the big loyalty programmes with their high numbers of participants and corresponding influence on purchasing and visitor behaviour have so far been closed to smaller restaurateurs.

 

DISH BONUS gives you exclusive access to the benefits of the PAYBACK and Miles & More bonus programmes

With our DISH BONUS, we give you access to the popular PAYBACK and Miles & More loyalty programmes. This means that every customer who comes to your restaurant and is a member of one of these loyalty programmes can collect points directly from you.

 

DISH BONUS

DISH BONUS – via App and Desktop

 

We already introduced DISH BONUS in a previous article. You can integrate DISH BONUS into your DISH app. The app contains a scanner with which you can scan the card or the app code of the loyalty programme when billing. The points are then immediately booked to the respective account of your guest. In addition, DISH BONUS offers you various reporting options such as the registration of your new and existing customers as well as the evaluation of your sales.

After registration, we will send you a “Welcome” package with lots of information and promotional material such as stickers and posters of the loyalty programmes. After all, you want your guests to know from the outside that they can collect points with you.

 

PAYBACK or Miles & More: Which loyalty programme is better for you? 

When you register for DISH BONUS, you can choose which guest segment you belong to.  PAYBACK and Miles & More address different guests and target groups. It is therefore important that you consider the following points when creating your DISH BONUS account:

  • Are you positioning yourself for the mass or premium customer segment?
  • How often do your customers use the loyalty card?
  • How much money do your target customers spend on average in your restaurant? Is it more than other restaurants in your area?

 

What are the differences between the loyalty programmes?

PAYBACK for customers who like to consume a lot: With more than 31 million members, PAYBACK is the most extensive and best-known loyalty programme in Germany. Customers can collect points from more than 600 partners. The company also maintains the largest marketing and coupon platform in Germany. PAYBACK markets the activities and offers of its partners – and soon yours too. For you as a restaurateur, PAYBACK is a great way to promote your business and attract new guests.

Miles & More: frequent flyer loyalty programme in the premium segment: With over 28 million members, Miles & More is the leading frequent flyer loyalty programme in Europe. The company focuses on the premium segment and works with over 300 partners worldwide. Of these brands, 40 are airline partners, including 28 members of the Star Alliance and 270 companies from the sectors: Hotels, Car Rental, Cruises, Financial Services, Entertainment and Shopping and Lifestyle.

With DISH BONUS, you can offer either PAYBACK or Miles & More, but also both loyalty programmes. We are already working on the integration of further bonus programmes.

 

What are the differences between the loyalty programmes?

  • PAYBACK for customers who like to consume a lot: With more than 31 million members, PAYBACK is the most extensive and best-known loyalty programme in Germany. Customers can collect points from more than 600 partners. The company also maintains the largest marketing and coupon platform in Germany. PAYBACK markets the activities and offers of its partners – and soon yours too. For you as a restaurateur, PAYBACK is a great way to promote your business and attract new guests.
  • Miles & More: frequent flyer loyalty programme in the premium segment: With over 28 million members, Miles & More is the leading frequent flyer loyalty programme in Europe. The company focuses on the premium segment and works with over 300 partners worldwide. Of these brands, 40 are airline partners, including 28 members of the Star Alliance and 270 companies from the sectors: Hotels, Car Rental, Cruises, Financial Services, Entertainment and Shopping and Lifestyle.

With DISH BONUS, you can offer either PAYBACK or Miles & More, but also both loyalty programmes. We are already working on the integration of further bonus programmes.

 

Use DISH BONUS now! 

With DISH BONUS, we give you access to loyalty programmes that are now available to the hospitality industry for the first time. You will attract more guests and be listed by the loyalty partners on their websites. This will give you a great competitive advantage over your local competitors and attract more active point collectors.

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