🍻 Points for pints?

Pub loyalty schemes are finally here – but should we raise a glass or raise an eyebrow? Our director, Richard Thiardt, gives his opinion.

A fascinating read in the Financial Times this week on how pub chains like Greene King, Butcombe and others are starting to roll out loyalty schemes to bring punters back through the doors.

On the one hand, I’m surprised it’s taken this long. Retailers have been reaping the benefits for a few years now — from Clubcard to Nectar, loyalty has proven a powerful lever for driving frequency, gathering data and shaping behaviour. For an industry that thrives on repeat custom and emotional connection, the pub trade feels late to the party, but better late than never, of course.

But… there is a flip side. Some of the offers feel morally murky — Butcombe is offering a buy 5 pints, get 1 free incentive. In an age where the industry is under pressure to promote responsible drinking, can we really justify incentivising more alcohol consumption with freebies?

Curious to hear what others think? And trust me I'm all for supporting our beloved pubs, I just worry some of these incentives will be abused by those most vulnerable.