Italian restaurant business Gusto has launched a new loyalty programme called Gusto Gold Rewards.

The programme, which took nearly a year to develop, has been designed to create more value for its guests.

Features of the loyalty scheme include the earning of cashback every time customers dine at one of its 18 restaurants, and access to a range of third-party discounts.

Speaking to MCA earlier this year, Gusto’s managing director Matt Snell said he hoped the new loyalty programme, which was still in development at that stage, would enable the business to reduce its reliance on promotions.

It had previously worked with The Dining Club but said the promotion of discounts jarred with its aim to position itself in the premium end of the casual dining market.