In an effort to transform the restaurant industry in India, Reelo has unveiled its latest innovation, "Membership by Reelo", a prepaid loyalty platform aimed at fostering sustainable, community-focused businesses. The new offering is designed to help restaurants build stronger ties with customers while generating consistent revenue.
The launch comes at a critical time for the industry. According to "Food Delivery Unwrapped", a report by The Mavericks India, restaurants are losing significant margins due to high commissions and hidden costs from third-party platforms, amounting to thousands of crores annually. Reelo’s Membership platform seeks to address this challenge by enabling direct customer engagement and rewarding loyalty through prepaid plans.
"The restaurant industry is at a tipping point. Rising third-party commissions, inconsistent footfalls, and shrinking margins have made it increasingly difficult for restaurants to operate profitably and predictably", said Parin Sanghvi, CEO and Co-Founder of Reelo. "With Membership, we’re introducing a solution that enables restaurants to generate recurring revenue, build long-term customer loyalty, promote in-house dining, and regain control over their own customer relationships. We believe this model supports a more stable, self-reliant future for restaurants."
Customizable Membership Options
The Membership platform allows restaurants to create tailored prepaid programs that resonate with their brand and target audience. Options include coffee subscription passes, weekend dining bundles, festival-specific perks, and prepaid wallets offering extra value – for example, customers can pay ₹5,000 to receive ₹7,500 in spending power. This flexibility enables restaurants to design programs that best suit their business needs.
To simplify operations, the platform integrates seamlessly with over 35 point-of-sale (POS) systems across India. It automates sales, redemption, reconciliation, and insights, reducing manual work and errors.
Early Success Stories
Several restaurants in major cities such as Delhi, Bengaluru, Mumbai, and Ahmedabad have already piloted the Membership platform and reported significant benefits. For instance, NOA by the Nutcracker in Mumbai enrolled over 175 members in just two months, generating an additional ₹3 lakh in revenue. Meanwhile, Ahmedabad-based Niro saw customer visit frequency increase by 92% for its Niro Coffee Club – customers who previously visited every 17.5 days are now returning every two days.
The Beer Café, one of India’s leading beer chains, has also adopted the Membership model with its newly launched BeerOcrat program. The chain aims to generate ₹50 lakh in revenue within its first month. Gordon D’Souza, CEO of NOA by the Nutcracker, emphasized the benefits of this new approach: "With loyalty in place, membership was the natural next step. It helps build deeper customer relationships and brings in steady, repeat business."
Building Stronger Community Ties
Reelo’s Membership platform is designed to help restaurants go beyond being mere service providers, transforming into lifestyle partners for their customers. By offering exclusive access, personalized experiences, and added value, restaurants can create brand advocates who contribute to their long-term growth and success.
With its innovative approach, Reelo aims to redefine how restaurants engage with their clientele, helping businesses thrive in an increasingly competitive industry. As early adopters report promising results, Membership by Reelo could mark a turning point for hospitality in India.