Called Le Club, the scheme is designed to reward its guests on every visit and follows on from the brand’s refresh and new menu, which were launched on the 25 September.
Developed in partnership with Pepper HQ, the new app-based scheme provides a way for guests to earn and redeem rewards. Members receive a complimentary for signing up (up to eight people dining together can claim) and can unlock further rewards with every visit.
The more guests visit, the better the rewards become, leading to a VIP status that unlocks benefits, including15% off food for up to six people for a full 12 months; invitations to VIP events, including events with Raymond Blanc; refer a friend rewards; a business lunch discount, and early access to new menus and special offers.
“I’m thrilled to be launching our second rewards scheme,” says Caz Taylor, head of digital and activations at Heartwood Collection.
“Using the learnings from our previous loyalty scheme that was retired a few years ago, we have created a dynamic and generous scheme that rewards guests in a way we know they love and appreciate.
“Our Le Club rewards scheme gives us a new and exciting way to deliver personalised rewards and messaging to our guests in a way we haven’t had before for our loyal Brasserie Blanc guests.”
Le Club follows the launch of Heartwood Collection’s Treats by Heartwood Inns loyalty app for its estate of inns last month. The app takes a similar approach to that of Le Club offering the chance for users to become a VIP and enjoy perks such as free champagne, surprise rewards throughout the year, and 10% off stays and access to exclusive room packages
Heartwood Collection is continuing to grow its estate. It will open The Old Crown in Great Bookham, Surrey, on 9 October and has also revealed tow openings for new year - The Woodman in Southgate, London, and The Potter’s Heron in Chandlers Ford, Hampshire.