Loyalty program for specialty coffee roasters: the MABÓ example

Three offers on the same card

The MABÓ card has three offers, each with its own stamps:

• Coffee: buy 6 coffees and get one free.
• Single Origin coffee bag: buy 9 bags and get one free.
• Rarity coffee bag: buy 9 bags and get one free.

That way, both the customer who comes in every day for a cappuccino and the one who brews at home are rewarded on the same card.

Why the bags of coffee deserve a reward too

Many of a roastery's customers do not come for the coffee at the bar, but for the beans: they buy a bag, grind it at home and come back when it runs out.

A program that only rewards the coffee served at the café ignores exactly these customers. Someone who brews at home may never collect 6 coffees at the bar, even though they buy from you all the time.

A separate offer for bags rewards them on every purchase and gives them a reason to buy the next bag from you too, not from a supermarket or another roastery.

Why 9 bags, not 6

The threshold is different because the reward is different. A free coffee after 6 coffees is a small gift the customer gets often. A free bag is worth more, so it is natural for it to take more purchases.

The pace is different too. A bag usually lasts a few days or weeks, so the customer does not buy one on every visit. Someone who reaches 9 bags is a loyal customer over the long run, exactly the one worth rewarding with a whole bag.

To set the threshold for your roastery, start from how often a regular customer buys a bag and what a free one costs you. You can change it at any time in the panel, if the reports show it is too easy or too hard to reach.

A separate offer for each series

MABÓ sells several coffee series, and the Single Origin and Rarity bags each have their own offer. Stamps do not add up across series: a free bag from one series is earned only with bags from the same series.

Keeping them apart matters most when the series have different prices. With a single offer for every bag, a customer could collect stamps on the cheaper bags and then pick the reward from the more expensive series.

Each offer has its own icon on the card, so the customer sees right away, for each series, how many bags are left to buy until the next free one.

The exclusions, shown right on the card

Under each offer, the MABÓ card states what is not part of the program: coffees from the Competition Reserve series are not included, and the offer cannot be combined with other discounts or promotions.

Competition Reserve is the roastery's series of competition coffees, so it stays outside the program, which covers the rest of the range.

Because the rule is on the card, the customer knows it in advance. The cashier does not have to explain it with every order, and there are no misunderstandings when the reward is given.

Customers hear first about every new coffee

1

Stampinonow

New coffee at MABÓ

A new lot from the Rarity series has arrived. Every bag earns a stamp on your card.

A roastery always has something new to announce: a fresh lot, a new origin or a series coming back. With a push notification, the announcement reaches the phone of every customer who has the card.

That way, the people who already buy coffee beans from you are the first to know when something new arrives, without depending on how many people see your post on social media.

In the reports you see how many stamps were given on each of the three offers and how many rewards were claimed, so you know how well the bags sell compared with the coffee served at the café.

How to set up a loyalty program for your roastery

The MABÓ model works for any roastery, and for any coffee shop that also sells coffee beans. The steps:

1. Separate the coffee from the bags.

Create one offer for the coffee served at the café and one for the coffee beans. They are different purchases, made at different paces.

2. Set a higher threshold for bags.

A free bag is worth more than a coffee, so it takes more purchases. At MABÓ, a free coffee comes after 6 coffees, and a free bag after 9 bags.

3. Create one offer for each series.

If you sell series at different prices, separate offers make sure the reward always matches what the customer bought.

4. State on the card what the offer does not include.

Collection or competition coffees can stay outside the program. Mention it in the offer text, so the rule is clear from the start.

5. Put the QR code next to the shelf of bags.

A customer buying coffee beans does not necessarily sit down. A QR code next to the shelf or at the counter helps them add the card right at the moment of purchase.

Three offers on the same card come with the Premium plan, which allows up to four offers. Push notifications are included in every plan with a listing in the app.