Yakinori - Loyalty Scheme Launch.
Services provided: Strategy, Creative Campaign, Paid Media, Content Creation, Organic Social, Creators Partnerships
Brief.
Yakinori’s existing loyalty programme was failing to gain traction. The tiered structure was too complicated for customers to understand and difficult for staff to explain, leading to low usage and minimal impact. Customers were not redeeming rewards, and the programme was not driving the repeat visits it was designed to encourage.
Yakinori’s core audience is Gen Z casual diners with a passion for Japanese food and culture. These customers value simplicity, instant rewards, and engaging experiences both online and in-restaurant.
What We Did.
SHC redesigned the loyalty proposition to create the Yakinori Rewards Club, a simplified and customer-friendly programme. Key steps included:
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Reframing the programme identity with its own brand look and feel across the restaurant, website, and social channels.
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Simplifying the structure by removing tiers and introducing a stamp system: customers earn one stamp per visit, with every three visits unlocking an in-restaurant reward.
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Integrating with Leat CRM to manage sign-ups, stamps, and redemptions seamlessly.
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Launch strategy combining organic and paid social campaigns, micro-influencer engagement, and an exclusive 20% discount for first-time sign-ups.
This clear, consistent approach made the programme simple for both customers to join and staff to communicate.
Results.
The relaunch of the loyalty programme achieved strong results within the first three months:
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36% increase in sign-ups during the launch period.
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29% increase in reward redemption rates, showing customers were engaging with the simplified system.
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Greater in-restaurant visibility and stronger connections with Gen Z diners through integrated campaigns.