Quick Results
89% of loyalty members active in the past year
42% of loyalty members repeatedly engaged with the program
3 London locations plus nationwide home delivery
About Old Chang Kee
Old Chang Kee is a Singaporean street food brand that has been serving London since 2017, best known for its legendary curry puffs: thin, flaky, golden pastry cases filled with spiced chicken and potato that have earned praise from the likes of Giles Coren in The Sunday Times and Fay Maschler in the Evening Standard. Alongside its signature curry puffs, the brand serves classic Singaporean dishes including laksa, nasi lemak, beef rendang, and fried chicken across locations in Covent Garden, Boxhall City, and Bermondsey, with delivery via Deliveroo and a nationwide chilled meal kit service that brings OCK to customers across the UK.
The Challenge
Old Chang Kee had built a genuinely devoted following in London, the kind of customers who go out of their way to visit specifically for the curry puffs and tell everyone they know about them. But with three locations and a busy delivery business, the brand needed a way to formalize that devotion and give casual visitors a reason to come back more regularly, without a program so complex it added friction to what is fundamentally a fast, enjoyable street food experience.
The Strategy
Old Chang Kee launched the Curry Puff Club with a strong first-touch incentive: a free curry puff simply for signing up, making membership immediately rewarding before a customer has spent anything. Members then earn points with every purchase, redeemable for further rewards and deals as they accumulate. The free puff on sign-up was a deliberate choice that reflects the brand perfectly, generous, unpretentious, and product-first, turning the loyalty mechanic into an extension of Old Chang Kee's hospitality rather than a transactional scheme.
The Results
89% of loyalty members active in the past year, reflecting a program that the vast majority of members genuinely continue to engage with long after joining
42% of all loyalty members repeatedly engaged with the program, returning to earn or redeem more than once
For a fast-casual street food brand with a compact London footprint, an 89% annual active rate is a strong signal that the Curry Puff Club is keeping Old Chang Kee's most loyal customers connected to the brand consistently, not just at the moment they first sign up.
Key Takeaways
A free product on sign-up works especially well when the product speaks for itself.
Old Chang Kee's free curry puff welcome reward doesn't just incentivize sign-ups — it puts the brand's best asset directly in a new member's hands at the moment they join. For a brand whose reputation is built almost entirely on word of mouth and product quality, that first free puff is as much a marketing tool as it is a loyalty mechanic.
High annual active rates reflect program relevance, not just program size.
An 89% active rate tells you that the Curry Puff Club isn't accumulating dormant sign-ups — it's retaining genuinely engaged members who keep interacting with the program over time. In a competitive London food market, that sustained engagement is worth more than raw membership numbers.
