Deliveroo integrates first restaurant loyalty scheme into its app

Deliveroo has integrated a restaurant loyalty programme on to its app for the first time, in partnership with Wagamama.

Wagamama’s ‘Soul Club’ loyalty scheme members linking their account to the app can now earn points when they order from the outlet via Deliveroo.

The pan-Asian restaurant, inspired by fast-paced Japanese ramen bars, first joined forces with Deliveroo in 2016. Wagamama is exclusively available for delivery through Deliveroo and is one of the app’s biggest restaurant partners, currently available from 148 sites across the UK.

“We’re thrilled to launch the first restaurant loyalty scheme on Deliveroo, and especially excited to be doing this with Wagamama, who are one of our biggest exclusive partners,” said Carlo Mocci, chief business officer at Deliveroo.

“Offering the very best value and experience to our customers is a priority, and we look forward to integrating more restaurant loyalty programmes on to Deliveroo in the coming months,” he added.

The major aggregators have been busy integrating retailer loyalty schemes into their apps, so users don’t lose out on points and benefits ordering via the channel.

Last month, Morrisons’ loyalty scheme was also integrated onto the Deliveroo app, meaning app users can earn More Card points on their rapid Morrisons supermarket grocery purchases.

In March, Boots announced customers could earn Advantage Card points on purchases made through Deliveroo and Uber Eats. And in February, Co-op began offering in-app access to Member Prices on Deliveroo, a year after doing the same with Uber Eats (a UK supermarket first for a delivery aggregator app). Tesco shoppers have been able to collect Clubcard points on Whoosh orders from the off.

In the case of Soul Club, after placing an eligible order, customers are presented with the option to input the email address that is registered to their loyalty account at Deliveroo’s in-app checkout. Points can then be deemed in-restaurant.

Emma Colquhoun, chief marketing and commercial officer at Wagamama, said the move marked “a major milestone in how we reward and engage with our guests”.

“Our commitment has always been to deliver great food and great value, and now, with this innovative partnership, we can extend that loyalty beyond our restaurants and straight to our guests’ doors,” she said. “This is about more than just rewards – it’s about strengthening the connection with our customers, wherever and however they choose to dine with us.”