The Coffee Club has launched a new loyalty program trial in South Australia, introducing instant member pricing across food and drinks.
The program marks the biggest evolution of The Coffee Club’s loyalty offering in more than 35 years.
The trial launched on 20 May across all six South Australian stores.
Inspired by the community connection of Australian Surf Life Saving and RSL clubs, the new program is built around rewarding members with exclusive pricing every visit.
The Coffee Club said the model reinforces its focus on local connection, belonging, familiarity and shared experiences.
Customers can join the trial for $3 and access member pricing from their first visit.
Benefits include discounted pricing on coffees, hot drinks, and menu items such as the Club Big Breakfast, Eggs Benny, burgers, toasties, and sandwiches. Members also receive complimentary gravy and sauces.
Member pricing is displayed alongside standard menu prices in-store.
Existing members of The Club App and VIP program can join for free in the first year. During the South Australian trial, both existing rewards platforms have been paused and replaced with the new membership model.
The Coffee Club on value
Richard Hinson, Chief Executive Officer of The Coffee Club, said the launch is a defining moment for the brand, its franchise partners and customers.
“At a time when many hospitality venues are being encouraged to add additional fuel surcharges to offset rising operating costs, we are focused on finding ways to deliver greater value for customers while helping our franchise partners build stronger long-term loyalty and connection with their local communities,” Hinson said.
“Offering exclusive member pricing is more than a competitive advantage – it reflects the kind of business we are, the value we want to deliver, and the relationship we want to build with our valued customers every day.”
Hinson said the brand has always been about more than coffee.
“The Coffee Club has always been about more than coffee – it’s about familiarity, connection and creating a space where people feel they can relax, meet friends and family and belong.
“When our customers feel they belong, they come back, and we’re rewarding that by putting instant value on the table.”
Built from customer feedback
Nikki Price, General Manager of Marketing and Product at The Coffee Club, said the platform was shaped by years of customer research and feedback.
“While the pricing is exclusive, the community-driven loyalty model is inclusive.
“We wanted to create something that gives customers greater everyday value while also making them feel like valued members of a broader community.”
Price said the program removes the friction of points-based loyalty.
“Member pricing removes the need to accrue points and wait for rewards, or navigate complicated rules – it delivers value instantly, every visit.”
National rollout planned
Subject to the success of the trial, the program is expected to expand across The Coffee Club’s national network of more than 200 locally owned and operated stores.
The trial is underway at Elizabeth, Gepps Cross, West Lakes, Westfield Marion at Oaklands Park, Harbour Town West Beach and Oaks Embassy Adelaide on North Terrace.
To celebrate the launch, customers who join the program between 29 and 31 May will receive a complimentary coffee.
Main image: The Coffee Club