Why Growing Your Membership Base Could Triple Your Hospitality Revenue

james tipple
Apr 23
2 min read

“Aldi price match – for members.”Spotted outside a Co-op in Headingley, this simple message speaks volumes about how consumer value is being driven today — not through one-off discounts, but through membership-based loyalty.

This approach mirrors what the biggest retailers already know:

Tesco has Clubcard
Sainsbury’s has Nectar
Co-op now has member-only value

All designed to reward customers who choose to opt in.

So Why Is Hospitality Still Hesitating?

In hospitality, we often face a paradox. We shy away from offering exclusive benefits to our regulars, fearing they might have paid full price. Yet at the same time, we happily roll out:

“2-for-1 cocktails”
“Spin the wheel” for a free lunch
Blanket discounts for walk-ins and tourists

These promotions may fill seats, but they rarely capture customer data, drive repeat visits, or lead to any long-term revenue growth.

What If Those Offers Were Members-Only?

It’s a simple shift — but a powerful one.

By restricting your best offers to members only, you can: ✅ Capture valuable customer data✅ Encourage repeat visits✅ Target promotions more effectively✅ Avoid giving away margin to one-time guests

At Dine & Play, our data shows that members visit up to 3x more frequently than non-members. That’s a huge opportunity for any hospitality venue looking to grow revenue in a sustainable, measurable way.