Orchid Group, the managed pub operator, has revealed that 150,000 people have signed up to its family loyalty card scheme as it aims for 250,000 members by the end of the year. Orchid has also revealed that 75% of customers are taking advantage of the Our Family scheme at its Free House Dining Pubs. The scheme lets customers collect points on each visit to earn money-off vouchers and exclusive offers, with bonus points offered during special occasions such as bank holidays or Mother’s Day. Most users are aged 26 to 40, the company said, with 70% of users being female. Around 94,000 people have redeemed the £5 vouchers as a bonus for signing up. Members also receive 100 bonus points simply to updating their contact information. Orchid’s marketing manager Debee Timbrell said: “We set up the Our Family reward scheme to show how much we appreciate our customers’ loyalty and to give them an added excuse to come back to our pubs. Each pub promotes the scheme through various displays and leaflets and staff are encouraged to speak to every customer about the card. “Reward schemes can be difficult to manage and too often they fall by the wayside, but we have demonstrated that by creating an appropriate programme and promoting it thoroughly, it is possible to run a successful members group in today’s hospitality industry. “The figures speak for themselves - we are seeing ongoing repeat custom and higher spends per visit, as well as encouraging more families to dine at our pubs.”