Bakehouse unveils first loyalty programme in HK

Bakehouse has launched its first loyalty programme, Bakehouse Club, offering enhanced customer engagement with exclusive rewards and promotions.

The launch of Bakehouse Club is a pivotal advancement in Bakehouse's ongoing expansion in Hong Kong, fostering a loyal community of customers. This investment in technology is a key component of Bakehouse’s growth strategy, with plans to double the business to 10 stores by the end of 2025.

In a conversation with MARKETING-INTERACTIVE, Bakehouse's chef-founder Grégoire Michaud said Bakehouse is a neighbourhood bakery and at the core of what it does is the community that nurtured its growth over the past 11 years. "We wanted to create a new platform that closer connects to our guests, and offers more convenience and exclusive rewards to them."

The launch of Bakehouse Club is a key component of Bakehouse’s growth strategy. "This is the first time we will have more data-backed understanding of our guests’ purchase behaviour. Back then, all we know is the number of guests we served and the product distribution; but not much about the guests’ demographics and how frequent they are visiting us. With all these new insights, we will be able to improve their experience and creating more memorable moments for all," Michaud added.

Done in partnership with JuicySuite, the launch of the app targets Bakehouse guests who have been supporting the brand for years, he added. "We decided to focus on our own channels, ie. in-store POSM and our own social media, but not going for advertisement. Prior to the app’s public launch, we handed out friends and family invites personally to our regular guests and good friends. They all shared very positive feedbacks with us."

Within the first 24 hour, the app had over 12,000 members registered and made it to the No.1 Free App in Hong Kong App Store. Through the loyalty programme, the first 8,888 customers to download the new Bakehouse Club app will receive a Bakehouse Club tote bag.

Customers spending at any of Bakehouse’s outlets earn BakeCoins, with HK$1 equivalent to 1 BakeCoin. Bakehouse Club members will be the first to hear about new items hitting the bakery shelves, and can earn more rewards and BakeCoins by completing fun quests in the app. BakeCoins can be redeemed for bakery goods, merchandise, e-vouchers, and more. Members can also purchase digital gift cards within the app to give to loved ones.

"We’ve been working on developing the new Bakehouse Club app over the course of this year as a way to advance our business operations with innovative technology. After rigorous testing, we’re excited to bring this to our customers,” said Michaud.

“At Bakehouse, we believe in creating a community where every bite brings joy. With the new Bakehouse Club app, we invite our guests to enjoy our delicious food and earn rewards at the same time," he added.

Don't miss: Bakehouse hands PR duties to FINN Partners Greater China

Back in September, Bakehouse handed its public relations duties to FINN Partners Greater China following pitch back in June 2024. Covering the Hong Kong market, the appointment will last for six months. 

In a conversation with MARKETING-INTERACTIVE, a spokesperson from FINN Partners said the agency was chosen due to its long-standing, and well-established reputation for its branding and communications expertise.  

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