The Coffee Club trialling loyalty program overhaul – BeanScene

The Coffee Club looks set to shake up its loyalty program, with a new trial at its six South Australian locations built around rewarding members with exclusive pricing with every visit.

Membership to ‘The Club’ will cost customers an annual fee of $3 per year, with value filtering through to select food and drink.

Subject to the success of the trial, which was launched on 20 May, the program may expand to the brand’s national network of more than 200 locations.

CEO Richard Hinson, who joined parent company Minor DKL Food Group in October 2025, says the potential transition in the loyalty program “reflects the kind of business” The Coffee Club is.

“At a time when many hospitality venues are being encouraged to add additional fuel surcharges to offset rising operating costs, we’re focused on finding ways to deliver greater values for customers while helping our franchise partners build stronger long-term loyalty and connection with their local communities,” he says.

“Offering exclusive member pricing is more than a competitive advantage – it reflects the kind of business we are, the value we want to deliver, and the relationship we want to build with our valued customers every day.

“When our customers feel they belong, they come back, and we’re rewarding that by putting instant value on the table.”

General Manager of Marketing and Product at The Coffee Club, Nikki Price, says the creation of The Club has been driven by long-term customer feedback.

“While the pricing is exclusive, the community-driven loyalty model is inclusive,” she says.

“We wanted to create something that gives customers greater everyday value while also making them feel like valued members of a broader community.

“Member pricing removes the need to accrue points and wait for rewards, or navigate complicated rules – it delivers value instantly, every visit.”