Creating Quality Loyalty Programs for your Brewpub

Creating a successful loyalty program for a brewpub requires strategic data collection, thoughtful incentives, and a keen eye on performance metrics. 

For Twin Oast Brewing, Marketing Manager Lilliana Cruz has seen firsthand how an effective loyalty initiative can drive repeat business. By leveraging multiple data collection methods, offering strategic incentives, and closely monitoring key performance indicators, Twin Oast has worked at creating a loyalty program that not only increases revenue but also fosters a strong, engaged customer base.

The Ohio brewery currently collects customer names, emails, birthdays, and visit frequency through platforms the brewery utilizes, like Toast, Meta, and its phone app.

“Each channel serves its own purpose. In-store promotions, like tablet signups or app downloads, capture customers in the moment, while social media ads engage those outside of our immediate taproom footprint,” Cruz said. “Email campaigns are particularly effective for ongoing communication and retention.”

Incentivizing customers to join a loyalty program often requires an appealing initial offer, but balancing that cost with long-term value is key. 

“The Twin Oast Brewing app serves as our main loyalty platform. New users are offered a free pizza upon signup, which has proven effective in increasing adoption,” Cruz said. “We also give out a free pretzel for birthdays and run a referral program that rewards users for bringing their friends into the app. These initiatives are cost-effective because they directly translate into repeat visits and purchases, with most ‘free’ offers bringing in a higher-ticket order.”

Measuring success goes beyond simply tracking signups. 

“We primarily monitor the number of app downloads, redemption rates for offers, and notification open rates,” Cruz said. “This data helps us fine-tune campaigns and assess their overall impact on customer retention and spending.”

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Beyond financial success, Twin Oast evaluates the community impact of its events as part of its loyalty strategy. 

“We look at a few key indicators: attendance diversity, feedback collected both formally via surveys and informally through conversations or social media, and repeat engagement,” Cruz said. 

“Seeing new faces return for future events or guests who mention a great experience at a previous event is a testament to our impact. Additionally, partnerships with vendors, non-profits, or local entertainers often grow stronger post-event, which we view as a win for the community.”