UK pub restaurant chains to join Nectar soon
The UK's popular Nectar coalition loyalty programme has signed up two more retail sponsors - the pub/restaurant brands Brewers Fayre and Brewsters - to begin awarding Nectar points from the end of July 2004.
Following the partners' upgrade to 'sponsor' status, Nectar members will be able to earn 2 Nectar points for every full £1 spent at any of more than 400 Brewers Fayre and Brewsters restaurants throughout the UK.
There will be a few exclusions from Nectar point awards, including Breakfast, Travel Inn or other function room bookings, Travel Inn or other function room food orders, accommodation bookings, any other Travel Inn revenue items, any Touchbase revenue items, tobacco and tobacco-related products, and purchases of leisure vouchers.
Benefit felt "Brewers Fayre and Brewsters were already successful reward partners for the Nectar programme," explained Richard Campbell, marketing director for Nectar's operator, LMUK. "Now that both brands have become sponsors - taking our total to fifteen - customers can earn and redeem their points within the restaurants."
According to LMUK, the fact that Brewers Fayre and Brewsters have chosen to become points-issuing sponsors is an indication that the loyalty programme is making a difference to their businesses and their customers. "We are delighted to have joined forces with Nectar. The partnership means that our customers can earn and redeem points while dining in our pub restaurants across the country," commented James Spragg, marketing director for Brewers Fayre and Brewsters.
Launch campaign The launch is to be supported by a point-of-sale campaign in all the restaurants, and a regional media relations programme has been planned to coincide with school summer holidays. In September 2004, details of both restaurants will be included in the Nectar Points Update Mailing which is sent out to members every quarter. From October 2004, Nectar will also be featured on Brewers Fayre and Brewsters restaurant menus.
Latest statistics Figures provided to The Wise Marketer by an LMUK representative show that half of the UK's households - a total of 12.5 million - are now participating in the Nectar programme. These latest additions to Nectar brings the programme's list of point-issuing sponsors to a total of fifteen: Sainsbury's, Debenhams, anywhere you pay with a Barclaycard, BP, Ford, Thresher Group, Vodafone, Adams, e-Energy, all:sports, Winemark, Hertz, Magnet, Brewsters and Brewers Fayre.
Brewsters is owned by Whitbread Group plc, and operates 150 restaurants throughout the UK. Brewers Fayre operates 270 outlets in the UK, and claims to serve some 2.4 million gammon steaks and 2.25 million roast dinners each year.