Café Mutteri – Reference Case
Café Mutteri x Cluby: Customer loyalty and +20% revenue growth through digital loyalty platform.
Key numbers
Before adopting Cluby, Mutteri regularly welcomed familiar customers, but there was no tool to identify and engage them effectively. Marketing was primarily based on traditional methods, such as local advertising, and there was no clear way to develop services to better meet customer needs.
Entrepreneur Mikael Ranta wanted a modern solution, an easy-to-use tool that would help better understand customers and communicate with them efficiently.
How the rollout was done
Restaurant profile and benefits
First, a restaurant profile was created, loyalty program benefits were defined, and a clear communication plan was devised.
Staff training
At the same time, staff was trained to use the new digital tools and guide customers in their use.
Active marketing
The loyalty program was actively marketed to customers in the restaurant, and customer data was used to enhance the customer experience.
Results
After implementing Cluby, Mutteri's loyalty database has grown steadily: an average of 63 new loyalty members have joined per month over the past three years. Additionally, various events, such as live music nights, have attracted new visitors, thanks to active promotion using Cluby's digital tools.
“Cluby has brought clarity and efficiency to building customer loyalty. It has allowed us to identify our customers, better understand their needs, and grow both our loyalty member base and revenue.”
TIPS FOR A SUCCESSFUL ROLLOUT
Promote actively
Ensure all customer touchpoints (e.g., menus, brochures, and staff) remind customers to join the loyalty program.
Start with a clear loyalty program
Offer campaigns that encourage customers to return, such as daily, weekly, and monthly benefits.
Keep your customers informed
Let customers know what's happening at the restaurant, even when they're not visiting.
ABOUT THE RESTAURANT
Mutteri is a popular, cosy café located near the Lauttasaari Bridge in Helsinki, celebrating over 95 years in business. Business owner Mikael Ranta, a former event producer and DJ, has transformed the café into a vibrant meeting place that combines delicious food with a lively cultural atmosphere. Mutteri offers not only a warm ambiance but also live music, art exhibitions, and various cultural events, attracting a diverse clientele. The goal is to provide a unique experience for both everyday coffee moments and social gatherings.
