A MAJOR pub chain has defended slashing its loyalty scheme in half in a move its chief executive said will ensure the “long-term sustainability” of the firm.
Randalls has faced online backlash since cutting its loyalty points – dropping the highest threshold of reward from 20% to 10% and its basic rate from 10% to 5%.
The amount received in rewards through the loyalty scheme increases based on the annual amount spent in its pubs and restaurants.
The changes means that people would have to spend more than £8,250 to hit the new top rate.
Jonathon Swaine, chief executive of Randalls, said that various new rewards were introduced earlier this month; including digital stamp cards and loyalty boosts.
He said: “The loyalty boosts are designated days and times when discounts get a boost, and they will continue to evolve throughout the year.
“Our new digital stamp cards allow for customers to get a free meal or drink after collecting a number of stamps.
“There are more changes coming later in the year too with our new platform, including cash back on purchases, rewards stars and monthly perks and discounts.”
Some customers on social media said the drop was unfair to loyal customers and reduced the incentive to visit its outlets. However, others said that – even at 5% – the loyalty scheme was generous in comparison to other companies.
He said: “Reshaping our loyalty programme is an important step in ensuring the long-term sustainability of Randalls and reflects the wider need for the hospitality sector to adapt to current challenges.
“These changes will help us maintain the high-quality experience our customers expect across all Randalls establishments, while continuing to offer genuine value for money to islanders.
“Customers can continue to spend and accumulate points as before and we will communicate any changes in advance before being introduced.”
