Quick Results
160,000+ Members enrolled in the TB Club
65% Active loyalty participation rate
39% Repeat participation rate among loyalty members
45+ Restaurant locations connected under a single loyalty program
About Taco Bar
Taco Bar has been serving tacos and Tex-Mex to Swedes since 1983, making it one of Scandinavia's most established Mexican-inspired restaurant brands. With more than 45 locations stretching from Malmö in the south to Luleå in the north, the brand has built its identity around the idea that tacos are worth eating every day, served alongside Tex-Mex classics and margaritas in casual, neighborhood restaurants. With a franchise model supporting continued growth and a loyal customer base developed over four decades, Taco Bar is as much a fixture in Swedish dining culture as it is a restaurant chain.
The Challenge
Operating 45-plus restaurant locations across an entire country, many of them franchise-run, presents a real challenge for loyalty: how do you build a consistent, engaging program that works for every customer regardless of which location they visit, while also giving the brand a meaningful way to drive visit frequency across a sprawling network?
Taco Bar had built an audience that genuinely loved the brand, reflected in decades of repeat business and a growing social following. But without a structured loyalty program, there was no mechanism to formally reward the regulars who came in for Taco Tuesday, no way to give casual visitors an incentive to come back sooner than they might have otherwise, and no data-driven view of who the brand's most engaged customers actually were across the full network.
The Turning Point
Taco Bar's team wanted to build something that matched the brand's warm, playful personality: a loyalty program that felt less like a corporate points scheme and more like a club that taco lovers would genuinely want to be part of. The tone of everything the brand did, casual, fun, and slightly self-aware, needed to carry through into the program itself, from the tier names to the way rewards were described.
With a large and growing app user base already in place, the team also had an opportunity to make loyalty app-first, turning the ordering app into a home for membership, rewards, and deals in one place.
Why They Chose Leat
Taco Bar chose Leat to power the TB Club because it could support a tiered points program with automatic point-to-credit conversion and time-based earning multipliers across a franchise network of 45-plus locations. The app integration was central: Leat's compatibility with Taco Bar's existing ordering app meant membership, point earning, and reward redemption all lived in the same place where customers were already placing orders, rather than requiring a separate loyalty login.
The Strategy
Step 1: Launching the TB Club with Points That Automatically Become Money
Taco Bar launched the TB Club with a distinctively simple earning mechanic: 1 point for every Swedish krona spent, with points automatically converting to spending credit at set thresholds, 250 points becomes 25 kronor, 500 points becomes 50 kronor, and 1,000 points becomes 100 kronor. This automatic conversion, which Taco Bar brands as "poäng-pengar" (points-money), meant members never had to manually redeem or manage their balance: visit, earn, and the credit is simply there waiting the next time they order. The program also included a referral mechanic giving both the referrer and the new member 500 points when a friend makes their first purchase, framed with the same irreverent tone that runs through everything Taco Bar does.
Step 2: Building Three Tiers Around Taco Loyalty
The TB Club structured its membership across three tiers named in a way that only a taco brand could pull off: Taco Explorer for members with up to 999 points, Taco Lover from 1,000 to 2,999 points, and Taco Super Fan for members with 3,000 points or more. All three tiers share the same core benefits, including points earning, exclusive deals, and a standing offer of Crispy Tacos at 19 kronor every day. What escalates across tiers is the afternoon points multiplier, a daily earning boost between 14:00 and 17:00 on weekdays: 1.25x for Taco Explorer, 1.5x for Taco Lover, and 2x for Taco Super Fan. This structure gave every member an immediate reason to visit during the afternoon window, while giving higher-tier members a compounding reward for their loyalty.
Step 3: Making the App the Home of the Club
Rather than running loyalty as a separate system alongside the ordering app, Taco Bar built the TB Club directly into the same app where members place their orders. This meant that earning points, checking balances, accessing exclusive deals, and discovering new rewards all happened in the same place as the core ordering experience. By removing the need to switch between systems, Taco Bar made loyalty a seamless part of every visit rather than an optional layer on top of it.
The Results
The TB Club has grown into one of the largest loyalty communities in the Swedish restaurant sector.
160,000+ members enrolled in the TB Club across Taco Bar's national network
65% active participation rate among all loyalty members
39% repeat participation rate, with more than a third of all members returning to earn or redeem again
For a restaurant group operating across more than 45 franchise locations nationwide, building and maintaining 160,000 engaged members is a significant achievement. The 65% active participation rate reflects a program that the majority of members find genuinely useful rather than something they signed up for and forgot about.
Key Takeaways
Automatic point conversion removes the single biggest barrier to redemption.
By converting points to spending credit automatically, Taco Bar eliminated the step most loyalty programs lose members on: the manual redemption process. Members don't need to remember to redeem or navigate a rewards catalog, their credit is simply there when they next order.
Time-based multipliers that escalate by tier serve two goals at once.
Taco Bar's afternoon weekday points window drives visit frequency during off-peak hours while also giving members a clear, tangible reason to care about reaching the next tier. A 2x multiplier for Taco Super Fan members is a meaningfully better deal than the 1.25x available at entry level, making tier progression feel rewarding rather than cosmetic.
Building loyalty into the ordering app creates a seamless habit loop.
By housing the TB Club inside the same app where members order, Taco Bar made loyalty a natural part of the visit experience rather than a parallel system requiring separate attention. Every order is also a loyalty interaction, and every loyalty interaction reinforces the habit of ordering through the app.
