Patty Sips

Smash burgers and layered drinks · Belgium

Patty Sips: almost half of the customers using the card come back

Patty Sips serves smash burgers and layered drinks on Naamsestraat in Leuven, every day from 11:30. This is our conversation about the loyalty program's first year, edited for length.

AAlina, PasstasticJJohan Luypaert, Product Manager

stamps added at the counter in the first year: 3,095
of customers who used the card came back on another day: 48%
customers who used the card came in three or more times: 1 in 4

A Reason to Come Back

Steel stools along the orange-tiled bar at Patty Sips

Why did you want a loyalty program in the first place?

Patty Sips was a new brand and a new store in Leuven, the very first store we opened. What we wanted is that customers who came for the first time had a reason to come back.

So we wanted a loyalty program so that we can work on the visit frequency, so that we can give them something to build up to: a free burger.

What were you choosing between?

At first we were thinking about the classic stamp cards, a real printed card where we can put stamps. So we could go for the classic card, or for a kind of app or digital system.

But we were looking for that sweet spot, and that's where we came to Passtastic, because people don't need to install an app on their mobile phone. They don't have to have a login and those kind of things. They can just scan a QR code. They have their cards in their Google Wallet or their Apple Wallet, and they can always use it.

They know if they buy 10 burgers, they get the 11th for free.

How Customers Join

The Patty Sips counter seen from the entrance — The counter at Patty Sips in Leuven

How do customers actually join?

We have a display at the counter. Where people take their order, we have on the side a display that shows the QR code, and we clearly state in three steps how they can connect to the loyalty program and what they get for it.

The second way is on Instagram. We have it on our Linktree, so people can always find it there. But I think about 90% of our customers just scan the QR code on the display.

In your account, I saw many people add the card and then come in about two days later. Why is that?

That's true. It's kind of an incentive, because they already know before they come that they can collect for a free burger. That works quite well.

Sometimes we do some posts on Instagram: remember, you can collect your free burger with our loyalty card. Then they go to the Linktree and install it.

The Staff

Was it easy for the staff?

It's super easy, and I think that's one of the main reasons we are so happy about Passtastic. We use it in the store on a smartphone. They just scan, they give the stamp, and that's it.

For our other brands we've got different loyalty programs, and something we always stumble upon is that it's quite hard to get all the crew educated about the loyalty program. For Passtastic, it's so organic. It's so simple. They just have to scan, push the amount of stamps on the card, and it's finished.

We have had, I think, one technical issue, and that was a Wi-Fi connection. For the rest, it's always working.

For Passtastic, it's so organic. It's so simple.

What Lands on Their Phones

What do you send people on their phones?

Sometimes we do a spontaneous notification, if we have something special, or about the lunch deal, or a promo we have that day.

We also use push notifications if they are in proximity of the store: you're close by, if you're hungry, you're welcome at Patty Sips.

And we use it for birthdays. If it's someone's birthday, they get the second burger for free. It always works, because people love it when a brand they regularly go to reminds them. It gives a good feeling if your favorite brand knows your birthday and wishes you a happy birthday on the day.

Who Comes Back

I saw almost half of the customers who use the card came back, and one in four came in three times or more. Does that match what you see?

We've been noticing it as well. People who connected to the loyalty system are really people who are planning to come back.

We are situated in Leuven, a student city. I think about 80 to 90% of our customers are students. They have their fixed points where they take their lunch, and we see that for Patty Sips we are really a place where they come back regularly. The loyalty pass really is an incentive to make them come back.

Is anything missing on the dashboard?

For the last months there has been a big improvement on the dashboard. What's good is that you really have the insights on top, the main things: the new clients, regaining clients and so forth. For the moment there's nothing I can think of that's missing.

Who This Is For

Passtastic works especially well for:

Burger bars and fast-casual restaurants that want a simple loyalty program staff can run with one scanPlaces near students, where regulars have a fixed lunch spotA new brand that wants first-time customers to come back, with a digital stamp card and no app to install

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