atis serves fresh, protein-forward bowls and plates from several London locations, alongside click and collect ordering. Since opening in 2019, the brand has leaned hard into community, hosting events like its own run club and positioning itself as a movement its customers are part of, not just a place they eat.
The Problem This Blueprint Solves: Keeping a Fast, Frequent Habit Feeling Fresh
Healthy fast-casual food is a habit business. Customers might order several times a week, which is great for point accumulation but risky for program fatigue: once someone reaches the top level, what's left to look forward to? atis Insiders answers that by building in seasonal events, challenges, and an annual reset, so the climb never fully stops.
The Blueprint: Three Layers of Loyalty
Layer 1: Transactional Loyalty
Signing up should be quick, easy, and obviously rewarding. With atis, new members get a 50-point welcome bonus on signing up, and from there, every £1 spent earns 1 point, whether in-store or through click and collect (with kiosk and Deliveroo earning on the way). It's a simple, familiar mechanic that gets new members earning immediately.
Layer 2: Behavioral Loyalty
This is where atis Insiders gets ambitious and really encourages customers to keep coming back. Members progress through six levels, from Level 1 (0 to 99 points) up to Level 6 (1,000+ points), and each level-up comes with its own points bonus, rising from 25 points at Level 2 up to 150 points at Level 6. Rewards themselves are tiered by size rather than locked behind a single big threshold: 25 points for a size upgrade, 40 for a free cookie, 60 for a free salad, and 100 for a full free bowl or plate, so members can cash in small wins along the way instead of saving everything for one distant prize.
Layered on top of that are "Power Up Your Points" events and challenges, time-limited periods where points can be worth up to six times their normal value depending on level. That turns loyalty from a passive backdrop into something members actively watch for and plan around.
Layer 3: Emotional Loyalty
Layer 3 is where the loyalty program and brand really start to bleed into the customers lifestyle. In the the atis Insiders club, higher levels bring rewards that go beyond food. Level 4 unlocks a free atis cap, Level 5 a free atis t-shirt, and Level 6, described as the atis inner circle, adds exclusive partner perks with other brands. These are the kind of rewards members can wear and show off, turning loyal customers into walking advertisements for the brand, which fits neatly with a brand built around being part of a movement.
The Yearly Reset: Keeping the Climb Fresh
Perhaps the most distinctive part of this blueprint is what happens every January: points reset to zero, but level status stays. It's a deliberate design choice, one that keeps the program, in atis's own words, fair, energised, and meaningful, rather than letting it become a one-way climb toward a level members eventually stop caring about. Members are warned at least two months in advance, so the reset never feels like a loss, more like a new season with new goals, while everything already unlocked (level, past perks) stays firmly theirs.
Unified Redemption: Same Rewards, In-Store or Online
Rewards work the same way wherever the customer is. Ordering through click and collect, available rewards are simply shown at checkout, ready to apply with one click. In-store, members log in and show a personalised QR code, which can also be saved straight to a phone wallet for faster scanning at the counter. One rewards balance, usable identically across both channels, plus gift cards available either in-store or through the account itself.
How It Works
Sign up: get a 50 point welcome bonus from day one
Earn points: 1 point per £1, in-store or via click and collect
Level up: climb through six levels, each with its own bonus boost
Redeem rewards: online at checkout or in-store with your QR code, whichever's easier
What This Blueprint Achieves
By combining a six-level structure, small redeemable rewards at every stage, seasonal multiplier events, and a yearly reset that refreshes the challenge without wiping out status, atis Insiders gives a fast, frequent-purchase brand a loyalty program that stays interesting well past the first few visits.
The Takeaway
atis Insiders shows how to keep a loyalty program exciting even for a brand's most frequent customers: small wins available at every level, seasonal events that reward attention, merch and perks that turn top members into visible fans, and a reset that keeps the climb going instead of letting it end. It's a blueprint especially suited to high-frequency, food and beverage brands where the real risk isn't disengagement early on, it's boredom once someone's already loyal.
