Liquid Barcodes


Leon Unlimited?

Paula Thomas, Chief Content Officer, Liquid Barcodes


As we continue to study the latest loyalty campaigns and concepts from convenience industry leaders, we are always interested to notice if and when the subscription model is being implemented to ensure “extreme loyalty”.

In our view, signing customers to a subscription programme is the single best way to secure a 100% share of your customers wallet in your category, as customers won’t generally ever shop elsewhere once they’ve signed up for a package with a favourite brand, especially when it’s a subscription service – in this case for their daily coffee fix.

Leon Restaurants in the UK announced their “unlimited coffee” programme just one week after a high profile coffee subscription programme was launched by one of the UK industry leaders Pret a Manger.

Following on our first article on their “Leon Lover’s Club, we now look at the latest approach taken by this smaller UK coffee house as it also evolves to deal with the dramatic loss of customers during the Covid 19 global pandemic and fights to win every customer it can.

Leon coffe

Almost Unlimited

In a somewhat confusing message, Leons “Unlimited” coffee package is in fact limited to 75 cups a month. Admittedly 75 cups is a LOT of coffee, and of course, commercially, the reasons for the limit are understandable, however it does to be an unusual way to position the product.

At full usage, £15 for 75 cups would be incredible value – just 20p a cup and its easy to imagine commuters justifying the decision to commit to Leon, with just five or six cups of barista-brewed coffee needed at regular Leon prices to start saving money.

A second limitation is imposed on *how* customers buy their coffee, with the subscription option limited to “click and collect” customers who “smart order” and can’t be used at kiosks or even at tills.

While the awareness and adoption of the “smart order” function is not publicly available, my guess is that it’s low and at least for now, this risks adding further confusion to an already unfamiliar concept.

Leon offer

How It Works:

  • Leon is using its gift card functionality for this product, so customers simply head to the “unlimited coffee” page and pay the £15 for the product online.
  • Although it’s sold using the gift card shopping cart on their website, there is no option to have the code sent to a friend, so it does not appear to be a “gift” that can be gifted.
  • They are then sent a code which can be used via Smartorder to order coffee at any “participating” Leon restaurant. There were no details on the Leon home page about Smartorder, so I assumed it was an app but found none. I eventually discovered that this is their online ordering platform on their website as they excitedly mentioned by email that “no app download is required”.
  • The code is valid for 30 days and then expires along with any of the limited/unlimited allowance of 75 coffees.
  • The package is not a subscription option and does not renew.

The Leon Non-Subscription Approach

We were surprised to discover that Leon’s Unlimited package is actually a non-subscription package. This again seems an unusual decision, as “unlimited” packages typically appeal to customers who’ve decided they love the product and want the simplest and quickest way to enjoy it on a regular basis. A manual renewal will increase churn rates and will result in the need for ongoing recruitment and renewal conversations which could be avoided.

In closing, having already highlighted ongoing losses for the brand before Covid emerged, it’s likely that Leon is now truly fighting to survive, however in this age of digitally savvy customers, there are a lot of simple improvements that could be made to truly delight customers and earn greater loyalty. In particular, offering customers an option to buy a recurring subscription package instead of limiting the purchases to a single month would give the brand a commercial benefit at no real cost.

We’ll be watching to see how they evolve and like other brands struggling in such difficult times, we wish them every success.


About Us

Liquid Barcodes is a leading global loyalty and digital marketing technology company specialising in the convenience store and foodservice industries. Our proprietary cloud-based technology platform allow retailers to create and manage their digital marketing campaigns with a proprietary process we call the “customer connection cycle’ to engage, promote and reward customers activities in real-time across digital and media channels.

How we do it:

We have developed the most advanced loyalty and digital marketing technology platform specifically for convenience store and foodservice retailers globally.

Retailers use our self-service dashboard to create and manage loyalty driven marketing campaigns that increase purchases with their existing customers, as well as effectively target and acquire new customers through partners or paid media channels.

One core component of live loyalty is gamification. We have gamified branding, loyalty and promotions. We believe this approach is essential in order to get customers’ attention and ultimately truly engage them with repeatable actions thereby winning their loyalty.

Check out some of our exciting/proven results here:

About Me:

Paula Thomas

Chief Content Officer, Liquid Barcodes and Loyalty Podcaster

With over twenty-five years marketing experience, I specialise in loyalty marketing articles and podcasts. In addition to working with Liquid Barcodes, my clients have included Telefonica O2 Priority, Three Mobile, Electric Ireland, Allied Irish Bank and The Entertainer Group (UAE), as well as Avios – the global points currency for some of the world’s top airlines. I am also a former judge for the Loyalty Magazine Awards and proud host of the “Let’s Talk Loyalty” podcast – the industry’s first podcast for loyalty marketing professionals.


Blog post

Car Wash Subscriptions Clean Up With Guaranteed Retailer Revenue

Car wash subscription programs offer customers a frictionless and contactless solution, ensuring recurring revenue for retailers. 

Blog post

Lessons in Loyalty: Analyze Your Loyalty Program

To maximize ROI for your loyalty program, continuously analyze KPIs, set targets, and track engagement.

Blog post

Lessons in Loyalty: Rewarding Subscription Programs

Subscription programs ensure recurring revenue, guaranteeing customers visit frequently for pre-paid products. 

Blog post

Lessons in Loyalty: Rewarding With Points

Rewarding with points provides customers with timely purchase tracking to motivate loyalty and increase spending.   In the ongoing exploration of loyalty programs, this article focuses on the next step in the Customer Connection Cycle: Rewarding with points. There are a few ways to reward loyalty and to track customer purchases. One of them is […]

Blog post

Cheers to Beers: Old Irish Pub Rewards for Frequent Customers

European restaurant chain Old Irish Pub rewards customers with digital stamps for buying drinks, offers games and more! 

Blog post

Lessons in Loyalty: Rewarding With Stamps

Keep customers engaged and happy with loyalty program stamp rewards. 

Blog post

Lessons in Loyalty: In-Store Excellence

Executing a personalized loyalty strategy ensures each store visit is efficient and includes moments of gratification.

Blog post

Lessons in Loyalty: Powerful Promotion

Promote a rewarding loyalty program that prioritizes personalized value to ensure members feel valued, and appreciated.

Blog post

Lessons in Loyalty: Engage Members

An important component to having a successful loyalty program is to develop a powerful plan to engage with your members.

Blog post

Lessons in Loyalty: Recruit Loyalty Program Members

The first step in a successful loyalty program is to recruit a robust, loyal membership base with an effective recruitment strategy. In the ongoing exploration of loyalty programs, this article focuses on the pivotal first step in the Customer Connection Cycle: recruiting members. Establishing a robust and loyal membership base is paramount, and this article outlines […]

Blog post

Lessons in Loyalty: Customer Connection Cycle

The Liquid Barcodes Customer Connection Cycle Explains Six Key Components to Operating a Successful Loyalty Program

Blog post

Lessons in Loyalty: Easy, Empowering, and Engaging 

Invite higher sales with a loyalty program that is easy, empowering, and engaging.

Blog post

Lessons in Loyalty: Clear, Compelling and Consistant Programming

Engage customers with a compelling loyalty program that is clear, compelling, and consistent.

Blog post

Increasing Customer Engagement With Loyalty Programs

From basic discounts, points, and perks, to more advanced strategies like subscriptions and mobile payments, loyalty programs allow retailers to compete in today’s fast-paced retail landscape.

Blog post

Beverage Subscriptions Improve Foodservice Sales

Implementing a beverage subscription program will boost customer spending on foodservice items.  Consumers visit convenience stores to do three main things: get gas, use the restroom and buy a drink. As prepared food becomes the norm in convenience stores, give your customers an offer they can’t resist with a beverage subscription program.

Blog post

An Introduction to Subscription Programs

Subscription programs ensure recurring revenue by recruiting customers and enhancing the overall foodservice offer Subscription is a big buzzword referring to any recurring or prepaid program that is delivered or available on a regular basis. 

Blog post

Maxol Wins Customers and Awards With Loyalty App

Irish retailer Maxol celebrates a year of success with their award-winning loyalty app. Maxol’s loyalty app has been rewarded for excellence with the prestigious “2023 Loyalty Launch of the Year ” award at this year’s Irish Loyalty & CX Awards.

Blog post

What Is C-StorePay?

Liquid Barcodes’ proprietary C-StorePay makes paying for fuel, in-store merchandise, and subscription programs convenient for customers, reduces credit card fees for retailers, and integrates easily into existing loyalty programs Announced in October 2022, the revolutionary Liquid Barcodes C-StorePay product rose to the top of retailers’ 2022 wish lists at the NACS Show, even achieving a […]

Liquid Barcodes

Put a rocket under your loyalty program

With our loyalty platform, we help design and operate world-class, tailor-made subscription and reward programs that make sure your customers always come back.

Book a Demo →

We are trusted by global brands.

Convenience retailers all over the world have engaged and rewarded consumers with our tailor-made loyalty programs.

To our case studies →

Liquid Barcodes
Liquid Barcodes
Liquid Barcodes
Liquid Barcodes

Convenience retailers all over the world have engaged and rewarded consumers with our tailor-made loyalty programs.

To our case studies →

Liquid Barcodes
Liquid Barcodes
Liquid Barcodes
Liquid Barcodes

Situs Judi Togel Slot Online Terpercaya Indonesia

slot pulsa

situs judi slot online

togel slot casino online

istana slot online


Situs Judi Slot Deposit Pulsa

judi slot gacor terpercaya

istana slot

istana slot situs slot


judi slot online gacor

judi slot online gacor

slot deposit pulsa

istanaimpian slot online

agen togel casino

judi live casino

agen togel casino


uno prediksi

prediksi togel istanaimpian

slot online gacor 2023

raja situs judi slot

slot online terbaik 2023

Daftar Slot Online Gacor 2023

Situs Judi Slot Demo Pragmatic

slot deposit dana Terbaru 2023


slot dana
istana slot
Situs Togel Toto 4D