Case Study: Brewing Loyalty – How Our Custom Rewards App Perked Up The Daily Bean Café’s Customer Devotion
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- Case Study: Brewing Loyalty – How Our Custom Rewards App Perked Up The Daily Bean Café’s Customer Devotion
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Client: The Daily Bean Café
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Industry: Food & Beverage (Artisanal Coffee Shop Chain)
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Location: South Africa
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Services We Provided: Custom Loyalty & Rewards Mobile App Development (Android & iOS), UI/UX Design, POS Integration Consultation, Marketing Campaign Support, Analytics & Reporting.
The Challenge
Executive Summary: Transforming Casual Coffee Drinkers into Devoted Brand Advocates
In South Africa’s vibrant and competitive coffee culture, The Daily Bean Café, a beloved local chain known for its ethically sourced beans and community-focused cafés, faced a familiar challenge: how to cultivate deeper, lasting relationships with its customers beyond the morning rush. While their quality coffee and welcoming atmosphere attracted patrons, they lacked a modern, efficient system to truly recognise and reward their loyal customers, leading to missed opportunities for increased visit frequency, higher average spend, and valuable customer insights. They needed to move beyond traditional paper punch cards into the digital age.
That’s where we, at Imbilla Digital Agency, stepped in. With our specialisation in crafting bespoke mobile solutions for South African SMEs, we partnered with The Daily Bean Café to design and launch “Beanefits,” a cutting-edge loyalty and rewards mobile application. Our goal was to create an engaging, easy-to-use app that not only incentivised repeat business but also enhanced the overall customer experience and provided The Daily Bean Café with powerful data to drive growth. Within its first year, the Beanefits app led to a 40% increase in customer retention among programme members, a 25% rise in average monthly spend from app users, and a significant uplift in brand engagement, proving that a well-crafted digital loyalty programme can be a game-changer for local businesses. This case study unpacks our journey with The Daily Bean Café, from an initial brew of an idea to a steaming cup of success.
About The Daily Bean Café: More Than Just Coffee – A Community Staple
The Daily Bean Café was founded in 2015 by sisters Ayanda Ntuli and Lerato Molefe in the lively student district of Braamfontein, Johannesburg. Their vision was simple: to create warm, inviting spaces where people could enjoy exceptional, locally roasted coffee, delicious artisanal pastries, and a genuine sense of community. They prioritised ethical sourcing, working directly with African coffee farmers, and fostered a culture of friendly, personalised service.
Their recipe for success quickly caught on. The Daily Bean Café became renowned for its signature “Ubuntu Blend,” its cosy ambience perfect for work or socialising, and its commitment to supporting local artists by displaying their work. By early 2024, The Daily Bean had expanded to eight locations across Johannesburg and Pretoria, with plans to venture into Cape Town and Durban. Each café retained a unique neighbourhood feel while upholding the core brand values of quality, community, and sustainability.
While word-of-mouth and their prime locations ensured a steady stream of customers, Ayanda and Lerato knew that in the competitive café market, fostering genuine loyalty was key to long-term success. They had experimented with paper punch cards (“buy 9 coffees, get the 10th free”), but found them cumbersome, easily lost by customers, and impossible to track for any meaningful data insights. They dreamed of a system that could offer more personalised rewards, facilitate easier communication, and make their customers feel truly valued.
Ayanda Ntuli, Co-founder and Head of Operations, expressed their need: “Our customers are like family. We know their names, their usual orders. But as we grew, it became harder to show that appreciation on a larger scale. We wanted a loyalty programme that was as sophisticated and thoughtful as our coffee, something that would make our regulars feel like VIPs and encourage new faces to become part of The Daily Bean family.”
The Challenge: The Limitations of Old-School Loyalty in a Digital-First World
The Daily Bean Café’s reliance on an outdated loyalty system presented several distinct challenges in their quest to deepen customer relationships and optimise their business:
- Ineffective Customer Retention Tool: The paper punch card system was passive and lacked engagement. There was no way to remind customers about their progress or entice them back if they hadn’t visited in a while. Many cards were lost or forgotten, diminishing the perceived value.
- Lack of Customer Data & Insights: The analogue system provided zero data on customer behaviour, purchase frequency, preferred items, or redemption patterns. This made it impossible to understand who their most loyal customers were, what motivated them, or how to tailor promotions effectively.
- Generic Rewards & Limited Personalisation: The “one-size-fits-all” free coffee reward, while appreciated, didn’t allow for tiered recognition or personalised offers that could make high-value customers feel exceptionally special or cater to individual preferences.
- Operational Inefficiencies: Managing and redeeming paper cards at the point of sale could be slow, especially during busy periods. Tracking the financial liability of unredeemed free coffees was also an estimation game.
- Missed Engagement Opportunities: Without a direct digital channel, The Daily Bean Café couldn’t easily communicate new menu items, special events, or exclusive offers to its loyal customer base. Their marketing efforts were broader and less targeted.
- Competitive Pressure: Larger coffee chains and even some independent cafés were beginning to adopt digital loyalty programmes, raising customer expectations for more seamless and rewarding experiences. The Daily Bean needed to keep pace to maintain its competitive edge.
- Difficulty in Measuring ROI: It was hard to quantify the actual return on investment of the paper card system or to understand its impact on customer lifetime value.
Lerato Molefe, Co-founder and Head of Marketing & Brand, explained, “We knew we were leaving value on the table. Our gut told us we had incredibly loyal customers, but we couldn’t quantify it, nor could we proactively nurture that loyalty. We needed a digital solution that was smart, user-friendly, and truly reflected The Daily Bean’s innovative spirit.”
Our Approach
Finding the Right Blend: Why The Daily Bean Café Partnered With Us
Ayanda and Lerato embarked on a search for a technology partner who could help them create a bespoke digital loyalty solution. They needed a team that not only understood app development but also appreciated the nuances of customer loyalty programmes and the specific context of a South African SME in the bustling food and beverage sector.
They reviewed various off-the-shelf loyalty platforms but found them either too restrictive in terms of customisation and branding, too complex for their immediate needs, or too costly for their SME budget. They sought a partner who could build something uniquely “The Daily Bean.”
Our agency, with its proven track record of developing custom mobile applications for South African SMEs and our deep understanding of customer engagement strategies, emerged as the ideal choice. Here’s what made us stand out:
- Expertise in Loyalty & Rewards Systems: We have successfully designed and implemented loyalty mechanics for other clients, understanding the psychology behind what drives repeat behaviour and brand affinity. We could discuss points systems, tiered rewards, gamification, and personalisation strategies with authority.
- SME-Centric Approach: Our entire business model is built around empowering SMEs. We understood The Daily Bean’s need for a solution that was not only effective but also affordable, scalable, and manageable with their existing resources.
- Customisation & Brand Alignment: We don’t believe in one-size-fits-all. We assured The Daily Bean Café that their app would be a true extension of their brand, from the visual design to the tone of communication and the structure of the rewards programme itself.
- Focus on Data-Driven Results: We emphasised that a digital loyalty app wasn’t just about giving away freebies; it was about collecting valuable customer data that could inform business decisions, personalise marketing, and ultimately drive profitability. Our proposal included robust analytics and reporting features.
- Collaborative Development Process: We outlined our transparent, iterative development process, ensuring that Ayanda, Lerato, and their team would be involved at every stage, from defining the loyalty mechanics to approving the design and testing the app.
- Understanding of the South African Consumer: Our local presence meant we understood the mobile landscape, preferred digital interaction styles, and the importance of making the app accessible and easy to use for a diverse South African customer base.
“Your team immediately understood our vision for ‘Beanefits, ‘” said Ayanda. “You didn’t just present a technical solution; you engaged with us on the philosophy of our loyalty programme. You asked the right questions and showed a genuine enthusiasm for helping us connect more deeply with our customers. It felt like a true partnership from day one.”
Our Solution: Brewing “Beanefits” – A Custom Loyalty App to Delight and Retain
Our engagement with The Daily Bean Café commenced in April 2024, starting with our comprehensive discovery and strategy workshops. Our team, including a project lead, UX/UI specialists, and mobile developers, collaborated closely with Ayanda, Lerato, and their marketing manager.
Phase 1: Defining the Loyalty Blueprint (Weeks 1-4)
We focused on understanding The Daily Bean’s customers and business objectives to design a truly effective loyalty programme:
- Customer Segmentation & Behaviour Analysis: Discussing typical customer profiles, visit frequency, average spend, and what might motivate them to engage more deeply.
- Loyalty Mechanics Design: Brainstorming and finalising the core structure:
- Points-Based System: Customers earn “Beans” (points) for every Rand spent.
- Tiered Membership: Introducing levels like “Little Bean” (entry), “Cool Bean” (intermediate), and “Top Bean” (VIP), with escalating rewards and recognition at each tier.
- Reward Catalogue: A mix of rewards including free coffees, discounts on food items, exclusive early access to new blends, branded merchandise, and special birthday treats.
- Integration Points: Discussing potential future integration with their existing Point of Sale (POS) system for seamless points awarding, though the initial MVP would feature a staff-managed QR code scan or manual input for points.
- KPIs for Success: Defining targets for programme adoption, active usage, redemption rates, increase in visit frequency, and growth in average customer spend.
Phase 2: Designing an Engaging User Experience (Weeks 5-10)
Our UX/UI team set out to create an app that was not just functional but also visually appealing, fun to use, and reflective of The Daily Bean Café’s warm and earthy brand.
- User Journey Mapping: Charting the user’s path from downloading the app and registering, to earning Beans, tracking progress, browsing rewards, and redeeming them in-store.
- Wireframing & Prototyping: Developing detailed wireframes and interactive prototypes for both the customer-facing app and the staff-facing admin interface. This allowed the Daily Bean team to test the flow and provide feedback before development.
- Visual Design & Branding: Creating a visually rich interface using The Daily Bean’s colour palette, custom illustrations, and high-quality imagery of their coffee and food. The app was designed to feel like an extension of their cosy cafés.
- Gamification Elements: Incorporating visual progress bars for tier advancement, digital “stamp” animations when earning points, and celebratory messages for unlocking rewards to make the experience more engaging.
“We were blown away by the design concepts,” Lerato shared. “Your designers managed to capture the heart and soul of The Daily Bean and translate it into a digital experience that felt both modern and familiar. The interactive prototype made it so easy to imagine our customers using and loving the app.”
Phase 3: Agile Development – Building the Benefits App (Weeks 11-22)
We followed an agile methodology, building the app in two-week sprints with regular demos and feedback sessions.
- Native App Development (Android & iOS): We developed separate native applications for Android (Kotlin) and iOS (Swift) to ensure optimal performance, a smooth user experience, and access to platform-specific features like push notifications.
- Core App Features Developed:
- Easy Onboarding & Profile Management: Simple registration process, with options for social login. User profiles display Bean balance, tier status, transaction history, and saved preferences.
- Digital Loyalty Card: A unique QR code for each user, easily scannable at the till by staff to award Beans or redeem rewards.
- Points Earning & Tracking: Real-time updates of Bean balance after each qualifying purchase. Clear visualisation of progress towards the next reward or tier.
- Tiered Loyalty Programme Logic: Automated tier upgrades based on accumulated Beans or visit frequency.
- Dynamic Rewards Catalogue: An attractive display of available rewards, filterable by type or Beans required.
- Seamless In-App Redemption: Simple process for users to select a reward and generate a redemption code for staff.
- Personalised Offers & Promotions: Ability for The Daily Bean to send targeted offers (e.g., “Double Beans Tuesday,” “Try our new pastry with your coffee for bonus Beans”) to specific user segments via push notifications and in-app messages.
- Birthday Rewards: Automated delivery of a special birthday treat or bonus Beans.
- Store Locator & Information: Integrated map showing all The Daily Bean Café locations, with opening hours and contact details.
- Refer-a-Friend Programme: Functionality for users to invite friends and earn bonus Beans when their friends sign up and make their first purchase.
- Feedback Channel: In-app option for customers to provide feedback on their experience.
- Staff-Facing Admin Interface (Web & Tablet App):
- Secure login for staff.
- Functionality to scan customer QR codes or manually enter the user ID to award points.
- Interface to validate and process reward redemptions.
- Backend Admin Dashboard (Web-Based):
- For the Daily Bean management to oversee the entire programme.
- User management, reward catalogue configuration, and promotion setup.
- Comprehensive analytics and reporting (e.g., new member sign-ups, active users, points earned/redeemed, popular rewards, customer segmentation).
Phase 4: Rigorous Testing & Refinement (Weeks 23-26)
Our QA team conducted extensive testing to ensure the Beanefits app was robust, secure, and user-friendly.
- Functional and Usability Testing: Across various devices and operating systems common in South Africa.
- Points Calculation & Reward Logic Testing: Meticulous verification of the loyalty programme rules.
- Security Testing: Protecting user data and ensuring the integrity of the loyalty system.
- Performance Testing: Ensuring the app was fast and responsive, even during simulated peak usage.
- Pilot Programme: A soft launch in one the Daily Bean Café branches for a week, allowing real customers and staff to use the app and provide final feedback.
“The pilot programme was invaluable,” Ayanda noted. “Your team was incredibly responsive to the feedback from our staff and a small group of customers, making crucial tweaks that polished the final app.”
Phase 5: Launching Benefits to the World (Week 27)
We managed the app store submission process for both Google Play and the Apple App Store.
- Staff Training: We developed training materials and conducted sessions with The Daily Bean Café staff to ensure they were comfortable using the staff interface and could effectively promote the app to customers.
- Launch Marketing Campaign: We collaborated with Lerato’s team on a launch campaign strategy, including in-store signage, social media announcements, email blasts to their existing customer list, and a special “Triple Beans” launch offer for the first month.
The “Benefits” app officially launched in October 2024, creating a buzz among The Daily Bean Café’s patrons.
Outcome
The Results: A Richer Blend of Loyalty and Growth
The “Benefits” app quickly became an integral part of The Daily Bean Café experience. The results within the first year (October 2024 – September 2025) were highly encouraging:
Quantitative Achievements:
- Customer Loyalty & Retention:
- Over 25,000 active members signed up for the Benefits programme.
- A 40% increase in customer retention was observed among Beanefits members compared to non-members.
- Average visit frequency of Beanefits members increased by 30% (from an average of 2.5 visits per month to 3.25 visits per month).
- Increased Sales & Spend:
- The average monthly spend of Benefits members was 25% higher than that of non-members.
- 15% uplift in sales of promotional items featured within the app.
- Over 5,000 successful friend referrals through the app, leading to new customer acquisition at a low cost.
- Programme Engagement:
- 75% of active members engaged with the app at least once a week (checking points, browsing rewards).
- Over 60,000 rewards have been successfully redeemed, indicating high perceived value.
- Push notification open rates for special offers averaged 35%.
- Operational Insights:
- Valuable data collected on the most popular products, peak visit times for loyal customers, and the effectiveness of different promotions, enabling better stock management and targeted marketing.
Qualitative Impact:
- Enhanced Customer Experience: Customers loved the ease of earning and redeeming rewards, the personalised offers, and feeling recognised for their loyalty. The app became a positive talking point.
- Stronger Brand Affinity: The Benefits app fostered a deeper connection between customers and The Daily Bean brand, making them feel part of an exclusive community.
- Improved Staff Morale: Staff found the digital system easier to manage than paper cards and enjoyed being able to offer tangible rewards to regular customers.
- Competitive Differentiation: The sophisticated and well-designed loyalty app helped The Daily Bean Café stand out from smaller competitors and hold its own against larger chains.
- Direct Communication Channel: The app provided a powerful direct line of communication to their most engaged customers.
Lerato Molefe was thrilled with the outcome: “The Beanefits app, brought to life by your amazing team, has truly revolutionised how we connect with our customers. It’s more than just a loyalty programme; it’s a community hub and a powerful marketing tool. We’re seeing customers visit more often, spend more, and genuinely feel more connected to The Daily Bean brand. The insights we’re gaining are invaluable for our future growth. This partnership has been phenomenal.”
A testimonial from a loyal Beanefits member: “I’m obsessed with the Beanefits app! As a regular at The Daily Bean, it’s so awesome to get rewarded for my daily coffee fix. Earning Beans is easy, and I love redeeming them for a free almond croissant or trying out a new seasonal drink. The birthday treat was a lovely surprise too! It makes me choose The Daily Bean over other coffee shops.” – Sipho K., Pretoria.
Why This Brew Was a Success: Key Ingredients
The outstanding success of The Daily Bean Café’s “Beanefits” app can be attributed to:
- A True Partnership Approach: Our collaborative relationship with Ayanda and Lerato ensured the app was perfectly aligned with their brand, business goals, and customer expectations.
- Deep Dive into Loyalty Psychology: We didn’t just build features; we designed a programme that tapped into the core drivers of customer loyalty – recognition, reward, and a sense of belonging.
- Our SME Specialisation: We understood the need for a high-impact solution that was also cost-effective and manageable for a growing SME in South Africa.
- Engaging User-Centric Design: The app was designed to be intuitive, enjoyable to use, and visually appealing, encouraging high adoption and sustained engagement.
- Scalable and Robust Technology: The app was built on a solid technical foundation, allowing for future growth and the addition of new features.
- Focus on Measurable Results: From the outset, we defined clear KPIs, ensuring that the app’s success could be tracked and demonstrated through tangible data.
The Next Roast: Future Enhancements for Benefits
The Daily Bean Café is already brewing new ideas with us for the future of the Beanefits app:
- Mobile Order & Pay: Allowing customers to pre-order their coffee and food through the app for quick pick-up.
- Deeper POS Integration: For even more seamless points awarding and data synchronisation.
- Personalised Challenges & Gamified Achievements: Introducing fun challenges (e.g., “Try 3 new drinks this month to earn bonus Beans”) to further boost engagement.
- Community Features: Potentially adding a way for users to share their favourite Daily Bean moments or recommend blends.
We are excited to continue our journey with The Daily Bean Café, helping them to further leverage mobile technology to strengthen customer relationships and grow their thriving business.
Conclusion
Conclusion: Cultivating Lasting Customer Relationships Through Digital Innovation
The Daily Bean Café’s “Beanefits” app success story is a powerful illustration of how a custom-designed loyalty and rewards programme can transform customer engagement for South African SMEs. By moving beyond outdated methods and embracing a tailored digital solution, The Daily Bean was able to significantly boost customer retention, increase average spend, and gain invaluable insights, all while reinforcing its cherished brand identity.
For any SME in South Africa that relies on repeat business – from cafés and restaurants to retail stores and service providers – investing in a well-crafted loyalty app is no longer a luxury, but a strategic imperative. It’s about making your customers feel seen, valued, and eager to return.
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