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atis - Insiders

atis Insiders gives customers reasons to return from their first signup through to the brand’s inner circle. Accessible food rewards keep the next benefit close, six levels make continued visits count, and higher status unlocks merchandise and partner perks that recognize the strongest customer relationships.

Point-based

Tier-based

Wallet pass

Loyalty page

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atis is a London food brand established in 2019, serving bowls and plates built around chef-curated combinations and customizable meals. Its wider identity centers on powerful food, energetic spaces, and community.

Insiders gives that relationship a structure. Members can redeem smaller rewards along the way, progress toward more exclusive benefits, and maintain their status while building a fresh reward balance each year.

Behind the program sits a broader growth strategy. As atis expanded, it brought previously disconnected customer data, CRM, and loyalty systems together through Leat. That gives the team a more connected customer relationship to work with while keeping its central operation lean.

The Problem This Blueprint Solves: Keep the Next Visit Worth Choosing

A regular lunch customer already has reasons to buy frequently, but plenty of alternatives compete for the next visit. Loyalty needs to make choosing atis again worthwhile and remain interesting once someone has become a regular.

Insiders creates several goals at once. A smaller reward gives customers something close to redeem, another level recognizes continued purchasing, and seasonal points events create fresh opportunities to participate.

The program maintains a reason to engage beyond the first free meal, with a longer recognition journey running alongside everyday rewards.

The Blueprint: Keep Customers Coming Back and Make Regulars Feel Recognized

atis combines a rewarding first step, frequent redemption opportunities, and benefits that become more distinctive as members progress. The setup supports both creating the next visit and recognizing customers who have made atis part of their routine.

1. Give New Members an Immediate Reason to Participate

Joining earns a 50-point welcome bonus. From there, eligible in-store and click-and-collect purchases earn 1 point per £1.

The welcome balance already covers a cookie and puts members halfway toward a standard bowl or plate. Customers can choose an early benefit or continue toward a complete meal, making the opening journey useful before they have completed several visits.

This also gives account creation a clear purpose. Customers join to receive something they understand, while atis gains a membership relationship it can continue developing.

2. Keep the Next Reward Within Reach

Members can choose between a large-size upgrade, a cookie, a deli or mixed salad, and a standard bowl or plate. Different thresholds let them decide whether to redeem frequently or save.

Alongside that spendable balance, lifetime points determine progression through six levels. Level-up bonuses create another moment of reward, while seasonal “Power Up Your Points” events offer multipliers of up to six, depending on level.

A visit can therefore serve several purposes: close the gap to a food reward, contribute toward another level, or take advantage of a temporary earning opportunity. Regular customers have new milestones to pursue even after their first redemption.

3. Recognize Loyalty Beyond Another Meal

At Level 5, members enter the atis “fan club” and unlock a cap. Level 6 brings them into the “inner circle,” with a T-shirt and exclusive partner perks.

That progression changes the nature of recognition. Food rewards make another visit attractive; merchandise gives established members something they can keep and wear. Partner benefits extend the value of membership beyond the menu.

The upper levels give frequent customers a distinct place within Insiders. Their continued purchasing earns treatment that reflects a stronger relationship with the brand.

A Fresh Reward Balance Without Losing Recognition

Insiders separates reward points from lifetime points.

The reward balance resets in the first week of January, while lifetime points and the member’s level remain. Customers begin earning toward food rewards again without losing the status they have reached.

That distinction keeps two parts of the journey moving differently. Redemption begins a fresh annual cycle, while recognition continues across years. The customer’s previous relationship still counts.

Because unused reward value is lost at the reset, communication matters. atis begins sending reminders at least two months beforehand, giving members time to redeem before the new cycle begins.

Build the Customer Relationship as the Brand Grows

atis’s customer relationships develop through several touchpoints, including in-store purchases, bowl redemptions, guest Wi-Fi, and newsletter subscriptions.

Consolidating CRM and loyalty gives the team a stronger foundation for understanding those interactions and communicating with customers between visits. An active regular, an inactive customer, and someone approaching a personal milestone can each present a different reason to reconnect.

The branded membership experience supports the same goal. atis can present loyalty in a way that fits its identity and the customer journey, while the connected setup helps the team manage a growing audience.

This makes Insiders part of the operating strategy as well as the customer experience: a way to build repeat relationships without multiplying disconnected systems as the business expands.

How It Works

Joining and earning

Customers join through the atis website or app. Eligible purchases earn 1 point per £1, with a 50-point welcome bonus to start their balance.

Progressing through six levels

Level 1: 0–99 lifetime points
Entry membership, with access to the food-reward catalog.

Level 2: 100–249 lifetime points
A 25-point level-up bonus and access to seasonal points events.

Level 3: 250–449 lifetime points
A 50-point bonus and access to challenges.

Level 4: 450–699 lifetime points
A 75-point bonus, alongside the earlier earning opportunities.

Level 5: 700–999 lifetime points
A 100-point bonus and a free atis cap.

Level 6: 1,000+ lifetime points
A bonus-points boost, a free atis T-shirt, and exclusive partner perks.

Choosing rewards

25 points: Upgrade to large
40 points: Free cookie
60 points: Free deli or mixed salad
100 points: Free standard bowl or plate

Premium additions may require extra payment.

Redeeming

Members scan their personalized QR code in-store, with the option to save it to a mobile wallet. For click-and-collect or app orders, available rewards appear at checkout after login.

What This Blueprint Achieves

Insiders provides a clear retention structure. Accessible rewards create near-term goals, level bonuses mark progress, and seasonal earning opportunities give regular customers something new to watch for.

It also supports recognizing the best customers. Lifetime progression preserves their history, while caps, T-shirts, and partner perks distinguish the higher levels from ordinary food redemption.

During an earlier phase of its rollout, atis grew its active loyalty community from approximately 5,000–10,000 to 50,000–60,000 over roughly a year. That growth illustrates the scale of the membership audience the brand was building alongside its expansion.

Consolidated CRM and loyalty support the relationship behind those numbers. The team can continue developing its customer audience while managing the program through a more connected setup.

The Takeaway

atis Insiders connects the next lunch decision to a longer customer relationship.

Food rewards make participation useful early. Levels and seasonal boosts give frequent customers further goals. Lifetime status carries recognition forward, even when the annual reward balance refreshes.

For businesses built around frequent purchases, the lesson is to offer both an attainable next reward and meaningful recognition for established regulars. Customers need reasons to return now and reasons to feel that their continued loyalty matters.

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