Bone Daddies, known for their old-school hospitality, has always been about in-person, full-service dining. As a walk-in-only restaurant, Bone Daddies has crafted an experience that encourages guests to “just rock up” without the need for reservations. While guests enjoy this traditional approach, it did mean limited data collection, primarily dependent on Wi-Fi connections.
Bone Daddies found that relying on Wi-Fi connections for data collection limited the insights they could gather, as many guests did not connect. They wanted a way to reward loyal guests without compromising their relaxed dining experience. Recognising that guests are often willing to share simple information in exchange for real benefits, Bone Daddies developed a straightforward loyalty scheme: buy ramen, earn ramen.
Developing a Loyalty Scheme that Feels Right
To bring this concept to life, we worked closely with Bone Daddies' Head of Marketing, Hannah Brennan to create a loyalty experience that met their operational needs and matched the brand’s spirit. After exploring various options, Bone Daddies settled on a simple stamp system: earn a stamp for every ramen, and after five bowls of noodles, guests earn a free one.
The program was created to be suitable for a number of key audiences including Bone Daddies’ employees, students, locals, influencers and hyper-regular guests. This thoughtful, accessible model was then built into their existing EPOS system through integration with Pepper, creating a seamless redemption process at checkout.
From Concept to Launch in Just 8 Weeks
The project’s execution took only eight weeks, from the initial app build to launch. To ensure flawless implementation, Bone Daddies upgraded to new PDQ scanners through Dojo, allowing us to integrate Pepper’s QuickPad software for loyalty scanning and bill splitting. This setup means guests can redeem their rewards directly with their server at the table - an essential feature for Bone Daddies' full-service approach.
This smooth, no-hassle loyalty scheme is now up and running, giving Bone Daddies’ guests a taste of digital loyalty without disrupting the restaurant’s welcoming, hands-on hospitality. The result? A loyalty app that’s as flavourful and efficient as the ramen it celebrates.
Bone Daddies Loyalty Goes Live: A Look at the Launch and Early Wins
To kick off the launch, Bone Daddies went all-in, aiming to create excitement and engagement from day one. After a soft launch across sites in early September, the official launch in mid-September featured a substantial incentive: a giveaway of 1,000 bowls of ramen to the first 1,000 users. This offer went live at midday, promoted through email and social channels, and was an instant hit, with all 1,000 bowls claimed within hours.
This launch effort was backed by in-person training at each of Bone Daddies’ seven locations, ensuring that all staff were equipped to support the new loyalty features, along with additional marketing materials and PR to spread the word.
Key Metrics
With impressive results from the outset, Bone Daddies saw rapid uptake from guests:
- 1,000 free ramen bowls claimed within hours on launch day
- 4,000 users joined the loyalty programme within the first month
- 12,000 ramen stamps earned as guests collected rewards
- 1,000+ rewards redeemed in the first month
Adding Extra Flavour: Engaging Campaigns
Though the loyalty programme has only been live for a short time, Bone Daddies has already rolled out engaging campaigns, with even more on the calendar for 2025:
- Hurry Hurry Curry Curry: Bone Daddies launched a week-long promotion giving away 100 Curry Curry ramen bowls. Each day, 25 codes went live at noon, with fans racing to enter them in the app. The results? All 25 codes were redeemed in less than 15 seconds each day - a testament to the campaign’s popularity and guest enthusiasm.
- Trick or Treat: This Halloween, guests received a choice between “TRICK” or “TREAT” in the app. The TREAT code rewarded them with a bonus loyalty stamp, while the TRICK code gifted them an ice cream - an unexpected and amusing treat for the October season.
These campaigns illustrate how Bone Daddies is using their new app to surprise and delight customers, keeping them coming back for more while adding some extra fun along the way. With a packed calendar of future campaigns, Bone Daddies is well-positioned to continue fostering user engagement and driving loyalty long-term.
Enhancing Operations and Engagement Through a Customised Loyalty App
Bone Daddies has harnessed the power of the app not just as a loyalty tool but also as an internal communications hub and a platform for supplier collaborations.
Streamlined Employee Communications
With their entire crew onboard the app, Bone Daddies has the ability to create a dedicated app homepage tailored to employees. This provides a quick, easy communication tool, ensuring team members receive the latest information as they need it.
Engaging Suppliers for Creative Campaigns
The app’s audience-building features offer new ways to engage suppliers in unique promotions. Bone Daddies is actively exploring partnerships with several suppliers, such as brewers, to develop product-based campaigns. For example, they’re planning to offer automatic entry into competitions for guests who purchase specific beers along with their ramen, enhancing engagement and adding a new layer to the dining experience.
Flexible Redemption Options with Dojo Pockets and Pepper Quickpad
With the Pepper Quickpad software, Bone Daddies gives guests complete control over how they redeem rewards. Quickpad enables guests to choose from their eligible rewards during a visit, and it automatically adjusts the bill for easy payment. Additionally, it streamlines group visits: multiple guests at the same table who have the app can each pay for their own meal and still receive their loyalty stamp individually. This flexibility ensures that every guest enjoys a personalised and seamless loyalty experience.
Through these enhancements, Bone Daddies’ loyalty app has transformed both guest and team interactions, elevating the brand’s hospitality with tailored digital experiences that support efficient, engaging service.
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