7x-ing Vancouver Cafe’s Revenue via Loyalty Program & Mobile Ordering
During the pandemic-related lockdowns, many businesses didn’t have any other way to ring-in orders except for online or app-based mobile ordering. Beloved Vancouver cafe, Dalina, with their 2 locations (Broadway/Oak and Chinatown), found a way to stay in business by adopting Craver as their mobile ordering platform. But once these restrictions went away, sales returned in-store, and in-app revenue decreased.
Spoiler alert for this case study: in 3 short months, A&O was able to bring more users onto Dalina’s app than existed during the pandemic, and increase net sales by 275%. 3 months after that, we were able to repeat this increase again, going to 7x revenue based on YOY data.
Let’s go through how we did it!
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What is a mobile ordering app and how do I connect it to my POS?
A mobile ordering app is a digital tool that allows customers to place orders directly from their smartphones. For cafes and fast-service restaurants, these apps streamline the ordering process, reduce wait times, and enhance the overall customer experience.
With a mobile ordering app, customers can browse the menu, customize their orders, and pay—all before stepping foot in the establishment. This eliminates the need to stand in line and ensures their food or drinks are ready upon arrival. Some apps even offer delivery options, meaning you don’t have to pay the 30%+ commission to Uber, Doordash, Skip, etc.
Most mobile ordering apps have preset integrations with Point-of-Sale systems like Square, Lightspeed, and so on.
What is a loyalty program and how do I connect it to mobile ordering?
A loyalty program is a rewards system designed to incentivize repeat customers. Many loyalty programs will simplify the earning part of the model to $1 = 1 point. It’s up to you to decide what the customer can redeem using their points. Here’s a handy template to get you going:
If $1 = 1 point, then:
20pts = $1 off your next order
40pts = $2 off your next order
100pts = $5 off your next order
Therefore 1pt = $0.05 at all stages.
Most Point-of-Sale systems have a feature for loyalty programs, so you can set up exactly how you want to reward your customer from within your POS software. Since your loyalty program is a part of your POS, this means when customers make a purchase through your mobile ordering app, they can grow their loyalty program points and redeem offers from inside the app.
Incentivizing Sign-Ups (Lead Generation/User Acquisition)
Step 1: Create an offer so good, everyone wants to sign up.
Some folks, like Cafe Artigiano, run sign-up offers like “your first cup of coffee is on us”. However, the Dalina Cafes are known not just for their great coffee, but for their all-day breakfast; specialty, Italian sandwiches; and freshly baked goods. For this cafe, the best offer for their customer, as well as their bottom line, was “50% off your first order on the Dalina App.” The fine print is that this applies to only 3 items (the least expensive 3 items in a customer’s order).
Step 2: Collect loyalty program sign-ups at the counter.
Remember, loyalty programs are tied to Point-of-Sale systems, so it’s easy for your counter staff to invite the customer in front of them to join your loyalty program by simply giving them their name and phone number (and/or email address). You can even incentivize your staff by running a contest where whoever signs up the most customers to the loyalty program gets a prize.
Step 3: Invite new loyalty program customers to join the mobile app
Using Klaviyo, we sent out automated emails and SMS messages to every new loyalty member promoting the “50% off your first order on the Dalina app” offer. And guess what? 60% of people who joined the Dalina app came from A&O’s emails and SMS messages. The remaining people came from other strategies like advertising, influencers, and in-store signage (like printed QR stickers on counters, tables, and other displays).
Influencers and Advertising for Turnkey Growth
By partnering with food bloggers, café enthusiasts, or lifestyle influencers, you can tap into their engaged audiences to promote your app. Influencers can showcase the app’s convenience, demonstrate how to order, or highlight exclusive discounts for first-time users.
Authentic content, such as Instagram stories or TikTok videos, can drive downloads by showing real-life scenarios of how the app simplifies ordering. A well-executed influencer campaign boosts visibility, builds trust, and encourages their followers to try your app, accelerating user acquisition effectively.
It is also very effective to create your own social media where you “demo” your mobile ordering app.
Targeted advertising is an effective way to drive new user acquisition for your mobile ordering app. Platforms like Google Ads, Facebook, and Instagram allow you to reach potential customers based on location, demographics, and interests. Highlight the app’s benefits—such as saving time, exclusive deals, or ease of use—in eye-catching visuals or short video ads.
Incentives like “Get 20% off your first order” can encourage downloads and first-time usage. Pair this with retargeting ads to re-engage users who showed interest but didn’t convert. Strategic advertising builds awareness, drives app installs, and creates a steady flow of new customers.
Running Promotions on Your Mobile Ordering & Loyalty Program
Promotions are a powerful way to maximize your mobile ordering and loyalty program, especially during slower periods like Q1. For Dalina, we tested multiple “in-app only” offers designed to incentivize customer engagement and drive sales to their locations. These promotions included:
2-for-1 lunch items: Deals like a 2-for-1 chicken wrap encouraged customers to order meals for themselves (or for a friend/colleague) and others, increasing order value.
Afternoon specials: Discounts, such as 50% off your second drink after 2 PM, targeted quieter times, boosting sales during off-peak hours.
Free add-ons: Offering a free cookie with a minimum order value enticed customers to add more to their carts to qualify for the reward.
These initiatives were exclusively available through the mobile app, driving more users to download and engage with Dalina’s ordering platform. By combining limited-time offers with the convenience of app-based ordering, we created a sense of urgency that motivated immediate action.
The results were remarkable: Dalina saw in-app revenue grow by 7x compared to pre-promotion levels. Not only did these campaigns increase sales, but they also strengthened customer loyalty and reinforced app usage as a go-to ordering method.
Running targeted promotions within your mobile ordering and loyalty program is a proven strategy to boost revenue, fill slow periods, and encourage repeat business—all while solidifying your brand's relationship with its customers.
Push Notifications, SMS & Email Marketing
The key to the success of the promotions and initiatives is the weekly SMS marketing and push notifications sent out to subscribers and app users. We at A&O pay the “wholesale” rate for SMS messages (USD $0.0079/msg) by sending messages through Twilio instead of the Klaviyo rate (USD $0.036 for Canadians). We also see immediate growth in sign-ups to the app from SMS msgs.
Takeaways & Result
There are many interesting takeaways from our work with Dalina and the Craver app. Here’s a quick list:
The smaller the cafe, the more beneficial mobile ordering is!
This means you can increase revenue without having to increase square footage.“Commuter” cafes win big from mobile ordering.
Customers will never be late for work thanks to mobile ordering.More promotions mean bigger “average order value”.
Even when you give away products, people still spend high.
The most important takeaway of marketing for mobile ordering and loyalty programs is that you simply can’t “set and forget” it. Every month, you need to be informing your customers on the great deals, offers, and enjoyable experiences you can provide to them.
This is where a marketing agency like Apples & Oranges Analytics and Marketing can help.
Bonus: Store Reviews & Local SEO
Reviews make your website way more discoverable on search engines like Google but collecting them can be tricky.
We recommend buying these digital “tap” cards where people can tap a plastic sign and be taken straight to your Google My Business review page.
Even bad or “okay” reviews are helpful as Google is happiest with frequent, keyword rich reviews flowing into your profile.
What is Craver?
Craver is a customizable mobile ordering and loyalty app platform designed specifically for local restaurants, cafés, and other food service businesses. It enables businesses to create branded mobile apps that simplify online ordering, streamline operations, and enhance customer engagement.
With Craver, businesses can offer their customers the convenience of ordering ahead, skipping the line, and earning rewards through integrated loyalty programs. The platform supports features like menu browsing, order customization, secure payments, and push notifications for promotions or updates—all tailored to match the business’s branding.
Craver is also easy to integrate with existing POS systems and delivery services, ensuring a seamless workflow. Its user-friendly design and data analytics tools help businesses better understand customer behaviour, refine marketing strategies, and drive sales growth.
Whether you're looking to improve operational efficiency or build stronger relationships with your customers, Craver provides the tools to elevate your business in today’s competitive food service market.
Who is A&O?
A&O (Apples & Oranges) is a digital agency that specializes in creating innovative digital solutions for restaurants and food service businesses. They focus on helping businesses grow by enhancing their online presence, streamlining operations, and driving customer engagement through cutting-edge technology.
From developing branded mobile ordering apps to implementing digital loyalty programs, A&O provides tailored tools that cater to the unique needs of each client. Their expertise spans user-friendly app design, seamless POS integrations, and data-driven marketing strategies, empowering businesses to stay competitive in the fast-paced food service industry.
A&O also emphasizes building strong connections between brands and their customers. By leveraging features like push notifications, custom promotions, and analytics, they help businesses increase sales, improve customer retention, and deliver exceptional experiences.
Whether you're looking to expand your reach with a mobile app or optimize your operations through digital transformation, A&O offers comprehensive solutions designed to elevate your business.