Machan's Kitchen

Machan’s Kitchen is a well-known Indian restaurant serving Tamil cuisine, with one outlet in Tekka, Singapore. It runs sit-down, takeaway and delivery, and also uses the delivery platforms Grab Food and FoodPanda.

The restaurant describes its own kitchen this way: handpicked classic dishes from different regions of Tamil Nadu, recipes with a blend of spices evolved over centuries, served in a contemporary setting.

The card

Five stamps, and a $30 cash voucher.

Collect 5 stamps at Machan’s Kitchen and receive a $30 Voucher as a reward! Thats right $30 to spend the next time you dine in on their delicious Tamil Cuisine!

A stamp is earned on every spend of $30 or more, which makes the maths legible to the customer: five qualifying meals earn a voucher worth roughly one of them.

There is also a birthday reward — a free birthday biryani — issued from the birthday held on the member record.

Why they were looking for a loyalty program

We needed a way to retain customers and gather customer information. We didn’t have a digital platform to do this, and Flex Rewards seemed like a simple solution for us.

Two goals, and the second is easy to overlook. A paper stamp card gives a business repeat visits but no members — nobody to contact afterwards. That distinction is what made the email campaigns below possible at all.

Why they chose Flex Rewards

We liked the personal service that Flex Rewards offered, and appreciate having someone to speak to whenever we have questions or problems. The loyalty program looked simple for our staff and customers to understand.

The results they reported

We have had very good results. Customers started to come back and redeem rewards very soon after we launched the program.

The manager singled out the email and promotion campaigns:

There is a very big boost in business after we send emails with rewards to our loyalty members.

That is the payoff from the second goal. Because members join with an email address, the restaurant can create demand on a quiet week rather than only rewarding the traffic it already has.

The team also reported that the table displays and delivery flyers worked well for signing members up — the delivery flyers in particular, since they reach customers who ordered through a third-party platform and would otherwise be invisible to the restaurant.

Where they are

74 Race Course Rd, Singapore 218574 — +65 6291 2526

Visit the Machan’s Kitchen website

More programs like this one on the loyalty programs for restaurants page.