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News in-depth: La Tasca launches loyalty card scheme
20 Jan 2012

Spanish tapas bar chain La Tasca has launched a new loyalty card in the UK which will offer members offers and discounts.

From Monday January 23rd, diners around the UK will be able to apply for the new card which offers users 20 per cent off their total food bill every time they dine at La Tasca, irrelevant of the time or day of the visit.

A range of promotions and events will also be held exclusively for cardholders throughout the year.

Simon Wilkinson, chief executive of La Tasca, revealed that the company launched the scheme in a bid to reward their most loyal group of customers and encourage them to visit the restaurant "time and time again".

He said: "The decision to launch the card came after the removal of a large amount of vouchers from the market and the strategic approach to continually reward guests that return to La Tasca on a loyal basis.

"La Tasca plans for 2012 include driving the guest loyalty base and encouraging guests to dine with the brand when convenient to them, not simply restricting them to voucher time slots to suit the business."

Mr Wilkinson added that La Tasca listened to their customers' views via online forums, consumer feedback forms and social media websites as they developed the programme in order to tailor the scheme to meet their needs.

It is believed to be the first loyalty card of its kind to be used in the casual dining industry and aims to create a strong database of users' dining habits to help La Tasca further understand their requirements.

The card was officially launched at a special press event held at its Martins Lane site in London on Tuesday (17thJanuary).

Earlier this month, trade title Marketing Week and research firms Promise and Lightspeed revealed that 100 per cent of Britons had joined at least one loyalty programme in their lifetime.

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