25 yrs
In hospitality digital
Dubai
One team, one studio in region
Loyalty first
Membership and guest apps
End to end
Design, build, run
Who we are
We work with some of the most prestigious hospitality brands in the region and beyond. We have run the floor, we have watched the covers, and we build technology that respects both. Everything we make is designed to bring a guest back one more time, and then again.
Based in Dubai and working across the GCC. We bring the same hospitality discipline to every market we serve.
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Years of hospitality experience across the leadership team
0%
Of our team have worked in restaurants, bars and hotels
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Studios: Dubai, London and Berlin
What we are known for
We live and breathe loyalty, it is in the name. Every programme is built around your margins, your guests and your team, then delivered on web and in-app so a member is recognised whether they are booking from home or standing at your host desk.
Earn on every spend, climb from member to VIP. Tiers your team can explain in one sentence and guests actually chase.
A balance that lives in the guest's pocket and can only be spent with you. The single most effective return-visit driver we build.
Annual or monthly clubs with real privilege: priority tables, resident rates, chef's table access, partner perks.
Automated rewards on birthdays, anniversaries, lapsed guests and big spenders, sent without anyone lifting a finger.
The core metric. Every mechanic we design is measured against it.
Members spend more per visit and come back sooner.
Your list, your guests, no platform in between.
Reward the guests who book with you, not through an aggregator.
The numbers
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Members on an engaged programme, versus non-members, over two years.
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How much more a recognised member spends each time they come in.
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After adjusting for visits, group size and the cost of points awarded.
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And 73% of those who redeem come back more than once.
On a mature programme with 45% member uptake, a venue serving 10,000 guests moves from roughly £536k a year to £1.67m, net of every point and reward given away. Figures come from our own client data and industry benchmarks, and we will model them against your covers before you commit to anything.
Guest apps
Custom-built for iOS and Android, designed around one job: making the next visit easier than the last. No template and no white-label compromise. Your brand, your journey, your data.
Digital card, tier status and balance, plus Apple and Google Wallet passes.
Scan, order, split, pay. Integrated with your POS, contactless end to end.
Reservations, waitlists and events, tied to the guest's profile and history.
Offers triggered by behaviour and location, not blasted to everyone at 6pm.
Loyalty, spend, bookings and preferences in a single record your team can see.
POS, PMS, booking, payments and CRM. We do the plumbing so it feels seamless.
Membership wallet
Digital card, live points balance and rewards, ready for Apple and Google Wallet.
Our clients, our experience
Selected app work
Solutions Leisure Group, Dubai
One membership across Lock, Stock & Barrel, Asia Asia, Wavehouse and Ula. Free to join, 10% off the bill and 10% back to spend next time, two tiers, priority bookings and a birthday gift, with tables booked inside the app.
AlphaMind, formerly Addmind
Gold, Platinum and Black membership across CLAP, KIRA, Bar du Port, Iris, Suteki, Raspoutine and LITT. Points on every visit, priority reservations, VIP rewards and access to invitation only events.
O Beach Ibiza and Dubai
Free membership with 100 welcome points and 4% back on eligible spend, double points days, member upgrades and pre sale access, plus beds, tickets and celebration packages bought in app.
The Ivy Collection, Caprice Holdings
Green, Silver and Gold reward tiers for one of the best known names in dining. Guests earn a point per pound with 5% back in cash value, book a table in a few taps and carry a digital card, while the floor team sees one profile for every guest.
Operator dashboards
Every programme we build ships with an admin platform, designed in each client's own brand: live revenue matched to membership, points in and out, venue performance, member lookup and reporting your finance team will actually trust.
AlphaMind admin — Brand performance by status
Live
Live POS revenue matched to membership tier across every venue in the group.
Screens shown with sample figures. Real client data is never displayed publicly.
Integrations
Loyalty only works when it touches the till. We have built and maintain direct relationships across the systems your venues already run on.
Everything else
Bespoke sites with booking journeys and integrated payments.
Dashboards that answer the questions an operator actually asks.
Where we work
Our studio sits in One Central, Dubai. We run loyalty programmes, guest apps, digital membership cards and CRM for hospitality groups across the Gulf Cooperation Council, in English and Arabic, on iOS and Android.
Dubai, Abu Dhabi, Sharjah, Ras Al Khaimah
Loyalty programmes, guest apps and membership schemes for restaurants, beach clubs, hotels and nightlife groups.
Riyadh, Jeddah, Khobar, AlUla
Arabic and English guest apps, points and tier programmes, Mada and Apple Pay ready checkout journeys.
Doha, Lusail, The Pearl
Reservation-led loyalty, event ticketing and table booking inside a single branded app.
Kuwait City, Salmiya
Multi-brand loyalty for restaurant groups, with wallet cards, offers and CRM segmentation.
Manama, Adliya, Amwaj
Cashback and rewards programmes connected to the POS, with live reporting for operators.
Muscat, Salalah
Guest apps, digital membership cards and campaign tooling for hotels and leisure venues.
The founder
“Loyalty is not a points table. It is the reason someone chooses your room over the one next door, and we build the technology that earns it.”
Adam Purslow
Founder & CEO, TheLoyaltyCo
Adam founded TLC to give hospitality operators the kind of digital partner they had always been promised and rarely got: one that understands service, moves at the pace of a kitchen, and treats guest data as something to be earned. Today the team works across the UAE and the UK with restaurant groups, hotels and lounge brands.
Contact
Dubai
The Offices 4, One Central, Dubai World Trade Centre, Dubai, UAE
Also in
London · Berlin
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