Turning Regulars Into Repeat Customers
Oak & Steel launched a $25/month VIP membership program to create more consistency in the business and give regular customers a compelling reason to visit more often.
Within the first 90 days, the brewpub grew to more than 40 active paying members, creating a new stream of recurring monthly revenue while increasing customer engagement, visit frequency, and overall customer value.
The Results
New Recurring Revenue
- Over $1,000 in recurring monthly revenue
- More than $12,000 in annual recurring revenue potential
- 40+ active paying members within the first 90 days
Increased Visit Frequency
A review of member activity showed that VIP members were visiting approximately 50% more often after joining the program.
Many members who previously visited 1–3 times per month are now visiting 3–5 times monthly. Some frequent guests increased their visits from 4–6 times per month to as many as 5–9 visits monthly.
Even customers who were only stopping in occasionally are now returning multiple times each month.
Increased Customer Value
The membership program has done more than generate recurring revenue. Members are also purchasing higher-ticket items when redeeming rewards, increasing their average spend during visits.
By encouraging more frequent visits and creating opportunities for additional purchases, the program has helped transform occasional customers into highly engaged regulars.
Owner Feedback
“The membership program has given us an avenue to reward our most loyal customers. They’re also buying higher-ticket items when they have a reward to use, so their average spend has increased as well.
But the biggest benefit to us has been bringing on customers that we used to see once or twice a month, and they’re now visiting four to five times per month. Those extra visits are adding up and make the program a success.
The Perks Professor team continues to streamline and improve the platform. It’s easy to manage and easy for our team to work with.”
Key Takeaway
The biggest impact wasn’t just the added recurring revenue—it was changing customer behavior.
By giving customers a reason to return more often, Oak & Steel strengthened customer relationships, increased visit frequency, and created more consistent traffic throughout the month.
The result is a membership program that rewards loyal customers, increases average customer value, and turns occasional visitors into regulars who make Oak & Steel part of their routine.