Individual Restaurants is entering a new chapter. The group behind Piccolino, Riva Blu and Restaurant Bar & Grill has relaunched Club IR, the group’s loyalty platform, with a renewed focus on long-term value, meaningful rewards and experience-led benefits.
Rebuilt in-house, the new Club IR is app based, takes 25 years of hospitality know-how and blends it with the latest AI to deliver a genuinely intuitive guest experience. Designed around how people actually want to interact with restaurants, it removes friction at every step, learning what matters and anticipating the details guests expect us to just know. From remembering favourite tables, key dates and go-to dishes and drinks, to making it effortless to book, send a gift card with a personalised message to a friend ‘just because’, or discover local events, the app puts everything in one place, even down to helpful nudges like a reminder to bring a brolly because it looks like rain at lunchtime today!
The new Club IR marks a shift away from short-term promotions towards a more considered approach to loyalty, one that builds over time and recognises guests from their very first visit.
Built around the researched insight that guests enjoy feeling rewarded for their loyalty and captured with the message ‘unlock more with every moment’, the platform introduces a range of benefits that evolve as guests continue their journey. At a time when diners are increasingly seeking value, the return of cashback also brings a tangible reward back into the experience. Club IR members can now benefit from up to 7.5% cashback when dining, £25 off birthday visits, complimentary Champagne or Prosecco on special occasions plus exclusive invites to Club IR events.
Beyond this, Club IR is built on a simple truth: guests seek meaningful ways to celebrate life’s moments, big and small, and seek brands that recognise these occasions, making them feel personal and elevated.
Club IR connects members to a portfolio of restaurants known for celebration. Club IR members can add an additional special date to their Club IR profile to receive rewards in addition to birthday rewards. Whether it’s a date-night anniversary at Piccolino, milestone moment at Restaurant Bar & Grill or a partners’ birthday lunch at Riva Blu, Club IR is there for all of life’s moments.
“Toni Dennan, group marketing & sales director at Individual Restaurants, said: “We’ve always believed that great hospitality is built on moments, big or small, and the relaunch of Club IR takes that even further. By combining 25 years of experience with the latest AI, we’re creating a loyalty experience that feels intuitive, personal and genuinely useful, anticipating what our guests need and making every interaction easier and more rewarding.
At a time when value matters more than ever, bringing cashback back into the experience was important, but it’s only one part of the story. This is about building a deeper connection with our guests, recognising the moments that matter to them and giving them more reasons to come back. Club IR isn’t just a loyalty scheme; it’s an extension of the personal experience we deliver in our restaurants every day.”
The relaunch signals a clear evolution for Individual Restaurants, positioning loyalty as part of the overall guest experience rather than a standalone mechanic. Further details on the full Club IR experience will be revealed soon, but the direction is clear: every moment is about to mean more.
