The Brand: Old-school luncheonette meets modern culture
Black Tap is a global burger and shake destination that brings the energy of an old-school NYC luncheonette to the UK’s fast-casual scene. They are best known for their award-winning craft burgers and their world-famous, over-the-top CrazyShake® milkshakes. Their unique edge is the intersection of high-quality comfort food and a distinct streetwear-inspired aesthetic, set to a curated soundtrack that makes every visit feel like an event. It is a brand that prioritizes both the visual spectacle of their food and the authentic craft of their ingredients.
The Loyalty Blueprint: Point-based rewards for the craft fan
Black Tap utilizes a point-based loyalty system where guests earn points for every burger, beer, or shake they enjoy. This earn and burn model is effective for the fast-casual dining space, as it encourages repeat visits from a diverse crowd—from families out for a treat to friends catching up over craft beers. The program focuses on simplicity, allowing guests to build toward rewards that enhance their next visit.
Because the system is unified across their entire business, the loyalty experience is consistent whether a guest is dining in or picking up a takeaway. By keeping the loyalty data connected to their primary operational systems, Black Tap ensures that points are accurately reflected the moment a transaction is completed. This unification allows the brand to maintain a reliable and transparent relationship with its customers, ensuring that their most loyal fans are always recognized and rewarded for their frequency.
The Tech Stack: How it works together
To manage their high-volume service while keeping the loyalty experience frictionless, Black Tap’s program is built directly into their core hospitality tools.
Point of Sale: Toast handles the fast-paced transactions at the counter and at the table, ensuring that loyalty points are added to a guest's profile in real-time.
Unified Data: By integrating the loyalty engine with their POS, Black Tap maintains a single view of their community, allowing for seamless point tracking and reward redemption across their UK locations.
