Quick Results
85% of loyalty members have actively participated in the program
7.1 days average time to first redemption
About 19grams
19grams is a Berlin-based specialty coffee roaster with four cafés and an e-commerce business serving customers across Germany and beyond.
Built around its promise of “Bloody Good Coffee,” the brand sources, roasts, and sells single-origin and blended coffees for espresso and filter brewing. Its range also includes coffee subscriptions, brewing equipment, merchandise, and courses.
Through public cuppings, barista courses, latte art workshops, and roastery tours, 19grams has become more than a place to buy coffee. It has created a community for customers who want to learn more about what they drink and the craft behind it.
The Challenge
Specialty coffee customers care about quality, origin, and preparation. Once they find a roaster they trust, there is a strong opportunity to build a lasting relationship.
19grams already had customers returning for coffee, subscriptions, equipment, and educational events. What it needed was a structured way to recognize that engagement and reward customers as their relationship with the brand grew.
Without a connected loyalty program, a first-time visitor and a long-standing regular received much the same experience at checkout. Purchases made online and in the cafés were also harder to connect as part of one customer relationship.
The opportunity was to create a program that recognized customers consistently, encouraged an early return, and reflected the culture of specialty coffee rather than feeling like a generic points scheme.
The Turning Point
19grams recognized that its community was ideally suited to a more developed loyalty experience.
These were not simply customers buying a drink or a bag of beans. Many wanted to explore new origins, improve their brewing skills, attend tastings, and understand more about the roasting process.
The team set out to create a program that reflected this journey. Its language, tier structure, rewards, and experiences would all feel specific to 19grams and give customers new reasons to deepen their relationship with the brand.
Why They Chose Leat
19grams chose Leat to create a multi-tier loyalty program with different earning rates and benefits at each level.
The flexibility of the platform allowed the team to create a branded currency, define four stages of membership, and reward deeper engagement with progressively more valuable benefits.
Leat also enabled 19grams to connect loyalty across its cafés and e-commerce store. Whether customers buy coffee in person or order online, their activity contributes to the same membership, balance, and tier progress.
The Strategy
Step 1: Speaking the language of specialty coffee
19grams calls its loyalty points Kaffeebohnen, or coffee beans.
Members earn beans when they spend with the brand and can exchange them for vouchers to use online or in any of the four cafés. Tying the program currency directly to the product makes the experience feel like part of the 19grams brand from the moment someone joins.
The concept remains simple enough for new members to understand while giving the program an identity that a standard points balance would not have.
Step 2: Building four tiers around the coffee journey
The 19grams Club includes four membership levels inspired by the journey of specialty coffee.
Green Bean is the entry tier. Members receive a 10% welcome discount and earn one bean for every euro spent.
Classic Roast begins at €100 in cumulative spending. Members earn 1.5 beans per euro and receive early access to new coffees and a birthday gift.
Single O begins at €250. Members earn two beans per euro and gain benefits including free shipping and invitations to selected events.
Coffee Connoisseur begins at €500. Members earn 2.5 beans per euro and gain access to exclusive tastings and additional surprises.
The structure gives customers a clear sense of progress, while the higher earning rates make continued participation more rewarding at every level.
Step 3: Rewarding loyalty with access and experiences
At the higher tiers, 19grams goes beyond discounts and vouchers.
Members can receive invitations to roastery tours, barista workshops, cupping sessions, and exclusive tastings with the roasting team. These experiences bring customers closer to the expertise and craft behind the coffee they buy.
For a specialty roaster built around education, these benefits offer something more distinctive than a larger discount. They recognize loyal customers by giving them greater access to the brand and its people.
The Results
The 19grams Club has become an actively used part of the customer experience.
85% of loyalty members have actively participated in the program, showing that engagement extends well beyond initial enrollment.
The average time to first redemption is 7.1 days, meaning members typically return to use their first reward within approximately one week.
The short path to a first redemption is especially important for a brand built around frequent purchases. Customers experience the value of joining quickly, while 19grams gains an early opportunity to turn an initial purchase into another interaction.
The high participation rate also indicates that the program’s combination of an accessible first reward, branded progression, and relevant benefits gives members clear reasons to use it.
Key Takeaways
An early first redemption can help establish repeat behavior
Members take an average of just over seven days to make their first redemption. Giving customers something useful to return for soon after joining helps make loyalty part of the relationship from the beginning.
Branded language makes the program feel distinctive
Calling points Kaffeebohnen connects the program directly to the product and personality of 19grams. The loyalty experience feels designed for the brand rather than added from a generic template.
Clear progression gives customers a reason to stay involved
The journey from Green Bean to Coffee Connoisseur shows members what comes next. Higher earning rates and additional benefits make each new tier feel meaningfully different.
Experiential rewards support the brand’s premium positioning
Roastery tours, workshops, cuppings, and exclusive tastings reward loyal customers with access to the craft behind the coffee. These benefits strengthen the relationship without relying entirely on discounts.
Connected loyalty creates one relationship across channels
Customers can contribute to the same balance and tier progress whether they buy online or in a café. This gives members a consistent experience and helps 19grams understand their relationship with the brand as a whole.
All engagement and redemption figures shown cover a 24-month measurement period.
