Quick Results
64% Active loyalty participation rate
42% Repeat loyalty participation rate
Multiple London locations unified under a single loyalty program
Integrated across Toast POS and CaptiveWifi
About Black Tap
Black Tap started as a 15-seat burger joint in New York City and has grown into a global restaurant brand known for its award-winning gourmet burgers, its signature CrazyShakes®, and a soundtrack of old-school hip hop that gives every location its own unmistakable energy. In London, Black Tap operates two restaurants, in Soho and at Westfield Stratford City, bringing the full NYC experience to the UK burger scene. The brand has won five NYC Burger Bash championships and built a following as much on atmosphere and spectacle as on food quality, with CrazyShakes® that have become some of the most photographed dishes in London.
The Challenge
Running a high-energy, experience-led restaurant brand across two busy London locations means customer data is generated constantly, at the till, at the door, across WiFi connections, across two very different venue formats. Without a way to bring that data together in one place, Black Tap had no unified view of who its most loyal customers were, how often they were visiting, or how to engage them between visits in a meaningful way.
For a brand where the in-restaurant experience is everything, the gap between a visit ending and the next one beginning is a real challenge. Without accurate, consolidated customer data, Black Tap had no reliable mechanism to identify returning guests, recognize loyalty, or build the kind of ongoing relationship that turns a great night out into a habit.
The Turning Point
Black Tap's team recognized that the data they needed to build a genuine loyalty program already existed across their systems, it just wasn't connected. Toast POS was capturing transaction data at every order. CaptiveWifi was capturing guest interactions every time someone connected at one of their locations. The opportunity was to bring those data streams together into a single, actionable view of the customer, and build a loyalty program on top of it.
The priority wasn't complexity, it was accuracy. Before building out rewards and engagement mechanics, the team needed confidence that the customer data flowing into the program was clean, complete, and unified across both locations.
Why They Chose Leat
Black Tap chose Leat because it could serve as the central hub connecting their existing systems, pulling customer data from Toast POS and CaptiveWifi into Leat's CRM in a unified, structured way. Rather than running loyalty as a separate layer with its own siloed data, Leat gave Black Tap a single place where transaction history, visit behavior, and customer identity came together, giving the team an accurate, real-time picture of their customer base to build loyalty and marketing activity around.
The Strategy
Step 1: Building a Unified Customer Data Foundation
Before anything else, Black Tap focused on getting the data right. By integrating Toast POS with Leat, every transaction across both London locations fed directly into Leat's CRM, giving the team a reliable record of customer purchasing behavior at the till. CaptiveWifi added a second data layer, capturing guest presence and engagement at the venue level, so that customer interactions beyond the point of sale were also feeding into the same unified profile.
Step 2: Using the CRM Hub to Drive Meaningful Loyalty
With accurate, consolidated customer data flowing into Leat's CRM from both integration points, Black Tap gained the foundation needed to run a loyalty program with confidence. Rather than working from fragmented or incomplete records, the team could identify their most active customers, understand visit patterns across both locations, and engage members with the right message at the right time, all based on data they could actually trust.
Step 3: Connecting Loyalty to the In-Venue Experience
By running CaptiveWifi as part of the loyalty infrastructure, Black Tap ensured that the loyalty relationship extended beyond the moment of payment. Guests connecting to WiFi at either location became part of the same customer data ecosystem, giving Black Tap visibility into their audience at the venue level and a direct channel to engage them as part of the broader loyalty program, reinforcing the connection between the in-restaurant experience and the ongoing customer relationship.
The Results
Black Tap's loyalty program has driven strong engagement across its two London restaurants.
64% active loyalty participation rate among program members
42% repeat loyalty participation rate, with a meaningful share of members returning to engage with the program more than once
For a brand where the in-restaurant experience is the primary draw, these participation figures reflect a loyalty program that has successfully extended the Black Tap relationship beyond a single visit, giving customers a reason to come back to Soho or Westfield Stratford not just for the CrazyShakes® and the burgers, but for the rewards waiting for them when they do.
Key Takeaways
Clean, unified customer data is the foundation of effective loyalty.
Black Tap's approach of prioritizing data accuracy before building out loyalty mechanics reflects a broader truth: a program is only as good as the customer data behind it. By connecting Toast POS and CaptiveWifi into Leat's CRM first, the team ensured every loyalty interaction was built on a reliable, complete picture of the customer.
Integrating existing systems is more powerful than replacing them.
Rather than overhauling their tech stack, Black Tap connected the tools already running their restaurants, Toast for transactions, CaptiveWifi for venue-level engagement, into a single loyalty hub. This approach let the team build a loyalty program without disrupting the operations that already worked.
WiFi can (and should) be a loyalty touchpoint, not just a guest amenity.
By running CaptiveWifi as part of the loyalty data infrastructure, Black Tap turned a standard restaurant offering into a meaningful source of customer insight, extending the loyalty relationship to every guest who connected, not just those who transacted at the till.
