ABOUT THIS EPISODE
What does loyalty really mean when you've got 80 shops, a lean team and customers who visit day in, day out?Chris Fletcher sits down with Katie Grundy, CRM & Loyalty Manager at itsu, to unpack how the brand rebuilt its loyalty programme into itsu rewards, and why its app customers now visit three times more often than non-members.Katie joined hospitality from L'Oréal and explains why loyalty feels more human in a shop than in e-commerce. She talks through the 2025 review that led to a more generous rewards structure. She shares the free gyoza campaign that sent itsu to number one in the App Store's Food & Drink chart. She also covers how the brand works with Pepper to push its own roadmap, rather than waiting for the tech to lead.In this episode:🍣 Transactional vs emotional loyalty, and why itsu aims for the second📱 How a simple rename ("itsu rewards") and tagline gave shop teams something to sell🥟 The no-catch free gyoza download campaign that drove queues and chart-topping downloads📊 Personalisation, customer personas and the city vs suburb customer🔁 Balancing rewards for super-regulars and occasional visitors🤝 Why operators should bring suppliers into their roadmap early🤖 How AI and MCP are changing day-to-day CRM work for lean teamsChapters0:00 Highlights1:14 Meet Katie Grundy2:35 From L'Oréal to hospitality4:33 What loyalty means at itsu6:17 How itsu rewards works7:46 The free gyoza campaign that hit No.110:23 Why itsu revamped its rewards12:41 Naming the app and giving shop teams a tool14:08 Personalisation and data16:22 Building customer personas17:16 Rewarding regulars vs less frequent guests19:32 Working with tech partners22:30 Operator-led roadmaps23:15 The future of loyalty24:49 AI in CRM26:07 Wrap-upLinks🍣 itsu: https://www.itsu.com🎧 More from Stacked: https://wearestacked.io🔔 Subscribe for new episodes every week#hospitalitytech #loyalty #CRM #restaurants #QSR #itsu #StackedPodcast
