Quick Results
500% Increase in loyalty members in 12 months after switching to Leat
100% of loyalty members actively earning or redeeming points
58% Repeat loyalty participation rate
6 Levels rewarding customers from first visit to inner circle
About atis
atis is a London-based fast-casual restaurant brand built around a simple but ambitious idea: that fast food can also be real food. The brand serves bold, scratch-cooked bowls and plates made from over 60 fresh, wholesome ingredients, designed to fuel the kind of people who move with purpose. With multiple locations across London, including Regent Street, and a growing click-and-collect business, atis has built its identity around the intersection of great food, intentional design, and community. Every space is crafted to energize rather than just feed, and every ingredient is chosen with the same deliberateness. The brand's mission is to transform the health of its communities, one bowl at a time.
The Challenge
Loyalty in hospitality is a different challenge than loyalty in e-commerce. A customer who visits atis regularly isn't navigating a website, browsing a catalog, or weighing up delivery options, they're making a quick, habitual decision about where to grab lunch. In that context, a loyalty program that's even slightly inconvenient to use is one customers will simply ignore. And a program that isn't working across every channel a customer orders from is one that will feel inconsistent and forgettable.
Before switching to Leat, atis had a loyalty program in place, but it wasn't delivering the kind of growth or engagement the brand was looking for. Member numbers weren't growing fast enough, and the experience across different ordering channels wasn't unified in the way a brand built on consistency and purpose needed it to be. For a restaurant group scaling across London with in-store, click-and-collect, and kiosk ordering all in play, the program needed to work seamlessly everywhere, or it wouldn't work at all.
The Turning Point
The atis team recognized that their customer base, health-conscious, routine-driven Londoners who returned week after week for the same quality of food, was exactly the kind of audience a well-designed loyalty program could turn into genuine brand advocates. The ingredients were there: a distinct brand identity, a growing physical footprint, and a community of customers who already cared about what they were eating and where it came from.
What the program needed was a structure that matched atis's ambition: something with real depth, genuinely exciting rewards, and enough momentum to make customers want to climb from their first visit all the way to the inner circle.
Why They Chose Leat
atis switched to Leat because it could support the kind of multi-level, channel-spanning loyalty program the brand had in mind, while integrating cleanly across the full ordering infrastructure. The platform's flexibility allowed atis to build a six-level system with escalating rewards and seasonal mechanics, something far more engaging than a standard points-for-discount setup, while keeping the customer experience simple enough for someone to use in the 30 seconds between joining a queue and reaching the till.
Leat's ability to integrate across atis's app, in-store, and click-and-collect channels meant the program could follow a customer wherever they chose to order, rather than fragmenting across different systems.
The Strategy
Step 1: Building a Six-Level Program Worth Climbing
atis launched atis Insiders as a six-level loyalty program, starting at Level 1 for brand new members and culminating in Level 6's inner circle. Each level unlocks a progressively better set of benefits: bonus point boosts at every level-up, escalating multipliers during seasonal points events (from 2x at Level 2 all the way to 6x at Level 6), access to challenges, and at the top, exclusive partner perks and atis merchandise. New members receive a 50-point welcome bonus on sign-up, giving them an immediate head start toward their first reward. The structure was deliberately designed to give customers a reason to keep coming back not just for the food, but for the status and rewards that came with it.
Step 2: Rewarding Customers with Things They Actually Want
Rather than limiting rewards to percentage discounts, atis built a redemption catalog around food-first freebies that a regular customer would genuinely look forward to: a free bowl or plate at 100 points, a free deli salad at 60, a free cookie at 40, and a free upgrade to large for just 25. At higher levels, rewards extend beyond the menu entirely, with a free atis cap at Level 5, a free atis t-shirt at Level 6, and exclusive partner perks for inner circle members. These are rewards that reflect the brand's identity rather than simply discounting it.
Step 3: Integrating Loyalty Across Every Channel
atis integrated Leat across their app, in-store ordering, and click-and-collect, so a customer's points balance was consistent and accessible regardless of how they chose to order. In-store, members log into their account and display a QR code for scanning, or download it directly to their phone's wallet for frictionless use at the till. Online via click-and-collect, available rewards are surfaced automatically at checkout. The result was a program that met customers exactly where they already were, rather than asking them to change their ordering behavior to participate.
The Results
Since switching to Leat, atis has seen a dramatic transformation in both the scale and engagement of its loyalty community.
500% increase in loyalty members in the 12 months following the switch to Leat
100% of loyalty members actively earning or redeeming points, reflecting a program that every member who joins genuinely engages with
58% repeat loyalty participation rate, showing more than half of loyalty members returning to earn or redeem again
For a restaurant brand operating in one of the world's most competitive food markets, these numbers reflect a loyalty program that has become a genuine driver of the business rather than a background feature. The five-fold growth in membership in a single year suggests that word of the program, and the quality of its rewards, is doing its own work in bringing new members in.
Key Takeaways
In hospitality, friction is the enemy of loyalty.
A loyalty program used during a lunch queue has seconds to work, not minutes. By building a QR-based redemption flow that could be saved to a customer's phone wallet, atis removed every possible barrier between a member and their reward at the moment it mattered most.
Escalating rewards give customers a reason to keep going.
The six-level structure of atis Insiders means there's always a next milestone worth reaching, whether that's a bonus point boost, a higher multiplier during events, or a piece of branded merchandise. This progression keeps the program feeling alive long after the initial sign-up excitement has faded.
Seasonal events and challenges turn a static program into a living one.
By building seasonal "Power Up Your Points" events and member challenges into the program from the start, atis created natural moments throughout the year to re-engage members and drive visits, turning a points program into something customers actually look forward to.
