Scottish hospitality group, Signature, has kicked off 2025 with the launch of a new digital loyalty scheme offering its customers savings on dining out – and is encouraging early take-up with a hefty January discount.
The bespoke ‘Crave’ technology, developed in tandem with Edinburgh-based hospitality tech start-up Stampede, will help customers cut 25% from their food and drink bills at 22 of Signature’s restaurants and bars in Edinburgh, Glasgow, Aberdeen, St Andrews and Bridge of Allan up until 30th January.
But once they are signed up, the new ‘Crave’ initiative will offer Signature’s regulars a pass to a range of discounts at its venues throughout 2025 and beyond.
For example, from 31st January until the end of March, Signature will be offering 25% off customer food bills, seven days a week, except at its Kyloe Gourmet Steak Restaurant in Edinburgh.
Free to join and available as a downloadable pass that can be saved to mobile digital wallets, over 4500 people have already signed up to the Crave loyalty scheme and the group is hoping to reach 10,000 members by the end of 2025.
Digital marketing manager for Signature Group, Paul Kerr, said: “January is usually a quieter time of year for the hospitality sector, so we wanted to do something to kick start the new year, help people save money and beat the winter blues at the same time.
“By teaming up with our tech partners, Stampede, we’ve been able to develop our very own digital technology and launch the new Crave loyalty scheme to help benefit everyone.”
The Crave initiative is one of several ways in which Signature is adopting new technology to enhance the customer experience at its venues.
Signature’s Paul Kerr added: “Tech became a necessity to visit hospitality venues during the pandemic, but we now see that in the long term we can harness its many advantages, in tandem with interactions with staff, which remains key.
“In 2025, we aim to be digital first in everything we do. We have a very wide customer demographic and look forward to increasingly personalising Crave to give them all benefits that really suit them.
“Signature, like all players in our sector, is seeing its margins squeezed on many sides, and we see that Crave can really help us effectively manage demand across our portfolio and encourage our customers to visit more of our venues – while crucially giving back and helping them save money.”
Founder and CEO of Edinburgh-based Stampede, Patrick Clover, said: “The Crave campaign is an innovative use of Stampede’s new loyalty platform. We look forward to watching Crave go from strength to strength and working on future creative projects with the Signature team.”
