Venues face a persistent challenge: converting occasional diners into reliable, high-value regulars. Traditional loyalty programs often fail to do this. They rely on discounting purchases as they are happening or rewarding past behaviour rather than incentivising and guaranteeing future spending. 

This is why the best operators use branded currency programs that let guests “bank” future dining intent.

Brandollars: Using the Power of Prepaid Loyalty

Unlike conventional loyalty schemes that reward past behaviour, branded currencies (called "Brandollars") flip the model by incentivising commitments and future engagement. 

Brandollars are venue-specific currency that diners can purchase and redeem solely for your menu. You set up tiers (e.g., $20, $50, $100, etc.) and offer a bonus % or amount on the purchase of these Brandollars. Customers get extra value for their buck, almost guaranteeing their return to redeem that amount.  

For example, a person intends to spend $15, but there’s a bonus of $5 if they buy 20 Brandollars—this is an instant incentive to spend that extra $5, knowing they got a free bonus and then returning to spend more. 

"It's not just rewarding spend—it's banking future intent," explains Andy Lark, CRO, Liven. "When customers invest in your branded currency, they've already committed to coming back."

Why Tiered Rewards Drive Loyalty and Revenue Growth

When we looked at data across thousands of venues, one thing was clear — tiered rewards work way better than flat rate systems.

Here’s why: when you give guests multiple options — like $20, $50, or $100 Brandollar packs — you’re not just offering choice. You’re encouraging them to level up over time. That small nudge often leads to bigger commitments and bigger returns.

The most effective programs typically feature five distinct tiers, striking a good balance between accessibility for new customers and meaningful rewards for loyal patrons. This sweet spot of five tiers works because:

• Lower entry tiers create low-friction onboarding opportunities

• Mid-level tiers encourage habit formation and repeat visits

• Premium tiers build lasting brand affinity and higher lifetime value

This structure doesn’t just boost loyalty — it helps you offer the right reward to the right guest, while keeping things profitable.

Finding the Sweet Spot: What’s the Right Bonus to Offer?

When setting up Brandollar tiers, one of the biggest questions is: how much bonus should I offer? Offer too little, and customers won't be motivated to participate; offer too much, and you are over-incentivising.

Across thousands of hospitality venues, a clear pattern emerges: there’s a bonus range that works well for both guests and businesses.

• Entry-level tiers (typically around $20-30) show the strongest performance when offering bonuses between 25 and 50%. They are attractive enough for first-time participants and set a low-friction entry point.

• Mid-tier offers ($50–$75) follow the same pattern — 25–50% bonuses tend to hit the mark but appeal to higher-frequency diners, or those ordering with others or more complete meals.

• While moderate bonuses remain popular for premium tiers ($100-150), there's also significant uptake of higher-value offers approaching 100%—though these are best reserved for limited-time promotions or VIP acquisitions.

80% Redemption: Proof that Diners Will Return

One of the clearest signs that Brandollars work? People actually use them.

Unlike traditional gift cards, which often go unused, Brandollars see redemption rates above 80% across all tiers. That means customers aren’t just buying credit and forgetting about it. They’re coming back.

The lower tiers often see the highest redemption, with more than 90% of customers returning to spend what they’ve banked. That makes these entry-level offers perfect for attracting new guests and building repeat habits.

Perhaps more obviously, the top tiers— where customers commit $100–$150 upfront —also see strong redemption rates. And when someone’s willing to put that much down, they’re not just planning to return — they’re already one of your superfans.

Implementing Best Practices for Brandollar Tiers

Thinking about launching Brandollars? Here are a few simple tips to help you get the most out of it:

• Start small and easy: Offer lower-value tiers with a modest bonus — it’s a low-commitment way for guests to try it out.

• Make upgrading feel worth it: Make the benefits of moving to higher tiers transparent and attainable.

• Find the bonus sweet spot: Bonuses between 25–50% tend to drive great results — they’re exciting for guests and still work for your bottom line.

• Use high tiers wisely: Save big bonuses (like 75–100%) for VIPs or limited-time offers — they’re great tools for grabbing attention and rewarding loyalty.

• Keep an eye on what’s working: Track which tiers and bonus levels actually get used, then tweak the program as you go.

The Future of Rewarding Dining

If you’re running a restaurant, café, or any kind of hospitality venue, you’re probably looking for ways to cut marketing costs and grow the value of every visit. Tiered branded currency can help you do both.

The results speak for themselves — when set up right, these programs bring in more return visits, better spend per customer, and long-term gains. It’s one of those rare loyalty strategies that works for everyone — your guests and your bottom line.