Endeavour Group launches new rewards program for nationwide pubs network
Endeavour Group is launching a points-based loyalty program across its 350 pubs, that could help drive traffic to its bars and dining rooms amid the cost-of-living crisis.
The move is similar to one instigated by Endeavour-owned Dan Murphy’s called MyDan’s, which has grown to over 5.4 million members and a shopper-member scan rate of 82 per cent.
Endeavour’s loyalty program pub+ is designed to deliver greater value and enhanced experiences for guests across its nationwide 350 ALH hotels, pubs and bars.
pub+ , launched in August, will reward guests via a points-based system with discounts on food and beverages.
Data from the development phase of pub+ revealed that customers typically made between 2.2 and 3 purchases per pub visit. Endeavour aims to capitalise on this by offering personalised deals and rewards to encourage increased spending.
By providing exclusive offers and customisable rewards, pub+ is designed to enhance the guest experience and maintain Endeavour's ALH hotels as top destinations for value-conscious consumers. Endeavour CEO Steve Donohue believes pub+ is crucial in a challenging economic climate, where customers are carefully managing their entertainment budgets.
“In a tough macroeconomic environment, rewarding loyal customers and guests is the name of the game,” Donohue told The Australian.
“Australians are looking for value and they want to be recognised for their commitment to our brands and pubs.
“We have designed pub+ to drive repeat visits to our hotels, so that guests get more out of their local.”
Donohue said Endeavour is drawing on the success of the MyDan’s rewards program, but also sees it is a way to promote safer gambling.
“We also see pub+ as an important part of our evolving approach to safer gambling, enabled through technology and a focus on player interaction,” Donohue told The Australian.
“The app features voluntary pre-commitment where players can set time and spend limits and we will continue to explore additional harm minimisation features.
“We have built some incredibly strong credentials in loyalty through MyDan’s, and we know guests at our more than 350 ALH Hotels across the country expect the best prices when they’re having a schooner and schnitzel with their friends as well.
“It’s something we’re focused on delivering across all our brands and pub+ is the latest addition to our strategy to capture increased market share for our hotels.”
Jonathan Jackson, 20th August 2024
