ASK Perks is described as being ‘rooted in generosity’ and builds on the group’s long-running Perks loyalty scheme, previously run through its newsletter email database of more than one million subscribers.
Through the app customers receive monetary reward vouchers and get access to exclusive member discounts and perks every time they dine. By spending £15 or more, guests collect digital ‘lemon stamps’, and unlock levels, turning visits into monetary reward vouchers.
The company also promises enhanced birthday perks and personalised offers for its users.
“Rewarding our diners has always been at the heart of ASK Italian’s ethos,” says Corinne Prior, marketing director at ASK Italian.
“Our original Perks scheme proved a great success with our community and the new rewards app allows us to take this to the next level, by giving guests even more reasons to return, in a way that’s generous, playful and uniquely ASK, rewarding every moment around the table.
The fight for loyalty
The launch of the app is part of renewed activity in the casual dining sector by the main players looking to encourage more loyalty among their customers.
In May, Prezzo Italian revamped its loyalty offer with a new reward programme that allows customers to access a range of exclusive deals.
Rewards are accessible through the new Prezzo Italian Club Prezzo app with customers able to access member-only pricing on select menu items. With each visit, more rewards become available, including free birthday cake, surprise gifts, and exclusive offers.
Honest Burgers will this month launch its digital loyalty app. The new scheme, Honest Insiders, rewards customers with a stamp each time they visit an Honest Burgers restaurant or the group’s recently opened fast-casual spin-off, Honest Smash + Grab.
Customers who sign up to the app will receive complimentary onion rings or fries, plus additional rewards on their third and fifth visits. After collecting eight stamps, they’ll receive a free burger of their choice.
Members will also enjoy a birthday-month treat, alerts about new product launches, exclusive event invitations, and personalised offers.
Other restaurant brands to revamp their loyalty schemes in recent months include Wagamama, which launched its loyalty programme Soul Club in July last year, and Tortilla, which revamped its loyalty programme in August with a new app that allows customers to collect stamps, unlock rewards, order ahead, find their nearest restaurant and enjoy exclusive perks.
Indian Street Food brand Mowgli also released a new rewards app in August last year. Users can earn a stamp for each visit when they spend £10 or more and after collecting six stamps receive a £25 voucher code for their next visit.