Own Every Moment: Loyalty Beyond the Drink Tab

Pubs and Clubs are at a pivotal moment—and how we respond to rising community expectations will define loyalty in hospitality.

Suburban venues are thriving. Post‑COVID shifts to remote work have driven local patrons back, and smart operators are leaning hard into convenience, value and community. It’s not about multi‑night promos—it’s about owning Thursday nights with a dependable local vibe.

At the same time, live‑music programs like Dune Rats’ collaboration with Tooheys are reminding us that pubs are cultural incubators, not just drink stops. That $10K donation? It’s not transactional—it’s communal.

And yet, with Tabcorp’s ramping presence—pushing gambling inducements into venues—loyalty initiatives can risk eroding trust. When “loyalty” means lost bets disguised as perks, it’s time to pull back and ask: are we building value—or addiction?

You’ve heard it all before—drink deals, points for purchases, quarterly newsletters—but in Clubs and pubs, true loyalty demands more than transactions. It lives in the moments when a member feels seen, valued and part of something bigger than a nightly tab.

Data isn’t mere hindsight; it’s your real-time guide. An SMS with a curated cocktail suggestion when someone walks through the door or an email voucher the morning after quiz night can feel like you’re reading minds. These timely, tailored touches tell members you’re paying attention and that every visit matters.

But infrastructure alone won’t win hearts. After a live gig or trivia night, ask patrons what made their evening shine. A quick scan poll by the bar or table cards can spark honest feedback—then act on it. Add that craft tap or next month’s theme because someone asked, and watch trust grow faster than any discount ever could.

At Buzz, we call the ultimate loyalty currency involvement. Beyond community gatherings, opportunity offers and earned rewards, involvement invites members to co-create. Run a members’ panel to design the next theme night. Launch ambassador roles where top patrons welcome newcomers or curate playlists. When members shape the experience, they become advocates, not spectators.

Start by mapping every interaction—emails, SMS, app notifications, in-venue touchpoints. Identify moments ripe for partnership: local breweries, regional airlines or neighbouring retailers. Automate behavior-driven messages but keep them contextual and human. Then invite a circle of regulars into co-creation workshops. Prototype, iterate and share progress publicly—celebrate the ideas that come from your own community.

Measure involvement as you would footfall or sales: track ambassador sign-ups, referral counts and survey responses alongside visits and drink tabs. These metrics reveal genuine loyalty in action and guide your next move.

In Clubs and pubs, loyalty is no longer a one-way broadcast—it’s a conversation, a collaboration and a commitment. By weaving membership experiences into an interconnected ecosystem, you give your patrons reasons to stay, share and champion not just your venue, but your wider community.

This is the next chapter in hospitality loyalty. Let involvement, not mere engagement, chart the course—and let your members lead the way.

 
For more articles and helpful hints head to From the Vault — Buzz Consultants