Dining marketplace EatClub is launching Caviar Reserve, a paid membership designed to give consumers more value from spending they are already doing, while creating a new role for retailers in the loyalty ecosystem.

Unlike traditional loyalty programs tied to a particular bank, retailer or brand, Caviar Reserve allows members to earn Dining Credit when they use the EatClub Digital Card to make eligible purchases at any retail business, using their existing debit or credit card as the underlying payment method.

That means a customer can buy groceries, shop at a local retailer or make other eligible everyday purchases and turn that spending into credit towards their next restaurant meal.

For retailers, the proposition is significant because they don’t need to fund the reward, run a loyalty program or offer a discount for their customers to benefit. Instead, everyday spending at a retail business can contribute towards a reward that brings value back to the consumer, while EatClub directs that value towards future dining.

“We’re looking at loyalty differently,” said EatClub CEO and Co-Founder Pan Koutlakis.

“With Caviar Reserve, the retailer doesn’t have to fund the reward. The customer is simply earning value from spending they were already going to make, and that value can then be used towards dining.

“We think that creates an interesting new connection between retail and hospitality, particularly at a time when consumers are looking more closely at the value they get from every dollar they spend,” said Mr Koutlakis.

Caviar Reserve members can earn:

• 3% Dining Credit on eligible grocery purchases
• 1% Dining Credit on other eligible everyday transactions
• Additional earning opportunities through the EatClub network

Dining Credit can be redeemed across thousands of participating EatClub restaurants, bars and cafés, and for retailers, it puts them into a rewards journey without requiring them to build or fund the rewards infrastructure themselves.

Caviar Reserve builds on EatClub’s existing EatClub Earn product, which has seen customers use their EatClub cards for everyday spending outside the restaurant network.