One loyalty programme that rewards diners wherever they pay, in the app and at the till

Restaurant brands wanted diners to come back to their brand, again and again. Leeroy’s white-label app gave them their own ordering and loyalty app. But loyalty broke when the diner paid at the till: points went missing when diners paid there instead of in the app. Diners don’t think in channels, and missing points cost their trust.

The problem we wanted to solve:

1. Rewarded wherever they payPoints, stamps and offers work in the app and at the till, in every sales channel.
2. Run by the restaurantThe restaurant sets up and changes its own programme in the back office.
3. A reason to come backRewards that make diners come back, and brands that stay on the platform.

As Product Manager, I did most of the research myself, and the product designer in the team did the design. It combined four kinds of studies:

1. Customer research: interviews and co-labsWith several restaurant brands, to understand their needs and goals together.
2. Market research: trendsWhat was happening in loyalty and payments, in Sweden and abroad.
3. User research: observations in the restaurantsIn the restaurants, to see how paying and loyalty worked at the till in practice.
4. User research: usability testsOf flows and prototypes, to validate solutions with diners before they were built.

Service research: front stage and backstage

I mapped the service from paying to earning and coming back, front stage and backstage: what the diner does, what the staff at the till do, and what the back office and the systems behind them must do. It showed where points went missing, and which product had to change.

1. The dinerPays in the app or at the till, earns points, gets rewards and offers, and comes back.
2. Staff at the tillScan the member card in the app, and redeem rewards at the till.
3. The back office and the systemsCampaigns and loyalty rules set by the owner in the back office, and the loyalty engine behind the app and the till.

1. Loyalty broke when the diner paid at the tillPoints went missing when diners paid at the till instead of in the app. Diners don’t think in channels, and missing points cost their trust.
2. Offers got diners to download the app, loyalty brought them backThe app was downloaded the most when we introduced campaigns and offers in it. Repeat purchases, in turn, were closely tied to the loyalty programme, which we could see when we measured loyalty through purchase card tokens.

From insight to product direction

1. Discovery insightPoints went missing when diners paid at the till.
2. Design principleOne membership in the app and at the till.
3. Design decisionThe membership card in the app, scanned at the till, so points are earned and used in both.
4. Product direction“I get rewarded wherever I pay”
5. Measuring successActive members · Repeat purchase rate

The roadmap was built from themes, not features. Each theme was written from the diner’s point of view, as an outcome they would notice, and linked to the KPIs it should move. Loyalty had two themes:

Next · “I get rewarded wherever I pay”

Points and rewards follow the diner, in the app and at the till.

1. What it includesBecome a member in the app, earn points in the app, be recognised at the till, and use rewards in both.
2. KPIs it should moveActive members · Repeat purchase rate

Later · “I get offers that make me come back”

Stamp cards and offers, set up by each restaurant brand itself.

1. What it includesStamp cards, offers in the app, and campaigns set up by the owner.
2. KPIs it should moveVisits per member · Reward redemption rate

User needs in balance with business impact

Every theme was weighed on user value, business potential and complexity, and an impact matrix made the trade-offs easy to discuss in the team and with the other product teams. For loyalty, the two sides pointed the same way:

A prioritisation decision: ordering before loyalty

Without orders in the app there are no transactions, and nothing to reward. So the first sprint goals were about ordering, payment and order status, and loyalty followed in the next phase, so that members come back and brands have a reason to stay.

Dependencies

1. Points when paying at the tillThe till recognises the member. Owned by another product team, so I agreed it with their Product Manager and it was planned in their roadmap too.
2. Points or stamps, and rewardsThe loyalty programme, set up by our customers in the back office. Built by my team.
3. Campaigns and offers in the appSet up by our customers in the back office. Built by my team.

Our customers set up their loyalty programme in the back office. The company no longer exists and the original design is gone, so I rebuilt the set-up as a working prototype in 2026, from the research and the product decisions, with a made-up restaurant. Some details are how I would shape it today. Click a screen to enlarge it.

Working prototypeTry it yourselfSet up a reward programme as the restaurant would: points or punch cards, offers and promo codes. Then see how it looked in the app.Open the prototype ↗

For diners, it was one white-label app, released with each brand’s own look. Everything worked both when ordering in the app and at the till, where staff scan the member ID. The screens are recreated for this case, with a made-up brand.

Loyalty was tied to the KPIs it should move, each with a target:

1. Active members: 40%The share of members who order at least once a month.
2. Repeat purchase rate: 50%The share of diners who order again within 30 days.
3. Visits per member: 3Visits per active member and month.
4. Reward redemption rate: 25%The share of earned rewards that are used.

The result: the loyalty programme increased sales by 39% on average.