79% of Customers Return: Loyallyst Case Study for the GRKY Coffee Chain

The Challenge: Loyalty That Didn’t Match the Scale

GRKY is a large coffee shop chain in Kyiv with strong brand recognition and a loyal customer base. However, as the company grew, the team faced a common scalability challenge: the existing loyalty program was no longer an effective driver of repeat visits or customer communication. It didn’t align with the company’s ambitions and lacked flexibility in working with customer segments.

The chain needed a solution that would:

• be максимально convenient for customers;
• seamlessly integrate into their daily routines;
• allow the business to work flexibly with data, segments, and customer return scenarios.

With this request, the GRKY team turned to us.

The Goal: A Convenient Loyalty Program for Both Customers and the Business

At the start of our collaboration, we identified key priorities: retain the existing audience, elevate customer interaction to a new level, and integrate the program into the guest’s everyday experience. This required building a comprehensive, data-driven ecosystem.

To achieve this, it was necessary to:

• carefully migrate the existing customer database;
• develop a dedicated GRKY mobile application;
• make the customer card available in Apple and Google Wallet, as well as on smartwatches;
• add a convenient post-purchase feedback collection system;
• implement a dynamic multi-tier cashback system;
• enable partnership collaborations through unique links;
• set up registration bonuses and a referral program.

Implementation: Loyalty as an Interaction Ecosystem

Our goal was to make the GRKY loyalty program максимально convenient and personalized. To achieve this, we developed a custom mobile application with essential network information, access to a customer account, and the ability to integrate the card into Apple and Google Wallet. We also implemented push notifications, geolocation features, and — most importantly — personalized conditions for each user.

The implementation of the multi-tier system played a key role. The cashback percentage increases based on the total purchase amount, motivating guests to grow their LTV (lifetime value):

• Beginner (after registration) — 3%;
• Taster (from 2,400 UAH) — 4%;
• Connoisseur (from 6,600 UAH) — 5%;
• Expert (from 15,000 UAH) — 7%;
• Coffee Geek (from 28,200 UAH) — 9%;
• God of Coffee (from 47,400 UAH) — 11%.

Clear benefits and transparent conditions made the program convenient for customers. Guests can see how many bonuses they have in their account, how much is needed to reach the next level, and what cashback rate awaits them. This gradually builds a habit of returning to the venue.

Results: 93% of Bonuses Are Used and 79% of Guests Make Repeat Purchases

The integration of Loyallyst turned GRKY’s loyalty program into an effective and active part of daily customer interaction, leading to measurable business results:

• 93% of bonuses are used by customers;
• 79% of guests return and make repeat purchases;
• 44% of customers return after a push reminder about bonuses sent 10 days later;
• Over 5,000,000 push notifications were sent, saving more than 4,000,000 UAH on expensive SMS campaigns;
• The number of reviews significantly increased thanks to automated post-purchase requests;
• Customers can track their tier progress in real time;
• A partner collaboration was successfully implemented without complex integrations.

When a loyalty program becomes clear to customers and organically integrates into their daily interaction with the brand, it starts to deliver results: customer behavior changes and engagement increases. As a result, venues achieve their business and marketing goals.

Ongoing Development

Our collaboration did not end with the launch. The GRKY team continues to:

• test new mechanics;
• analyze the effectiveness of each campaign;
• configure automations tailored to specific business needs.

A loyalty program should never be static. As the market evolves and customer needs change, the program must evolve as well. What worked a year ago may lose effectiveness today: customer expectations shift, new communication channels emerge, and technological capabilities expand. It is essential to regularly review program performance and update bonuses, tiers, and communication to keep them clear and valuable for users.

Conclusion

Loyalty works when it becomes part of the guest’s everyday experience. Clear conditions, transparent benefits, and consistent interaction help build a habit of choosing the brand. In HoReCa, this systematic approach is essential: logical and consistent engagement with guests is what delivers measurable long-term results.