The Diner, Good Life Group-owned concept, has launched a customer loyalty app.

The app, designed and built by Como, is to support the 10-strong, American-inspired chain’s commitment to “forming deeper relationships with its customers”.

The Diner invites customers to sign up to the app to which they are rewarded with a joining gift, which can be used immediately with their next purchase.

Customers are incentivised further with reward points for every purchase, which are housed in the “points shop” on the app.

In addition to earning points, users can gain access to exclusive content and be the first to know about events and promotions happening across The Diner’s restaurants.

The company said that the smart data tools and management hub enables it to reach out to the right customers, at the right time, with the right promotion with targeted campaigns in “a cool, fun and interactive way that’s in keeping with The Diner brand”. Operations director Chris Todd said: “As we continue to expand it was important for us to build a platform that allowed us to connect and understand our new customer base nationwide and our customers that have been dining with us since formation ten years ago. The app allows us to do this whilst also rewarding them when they return.”

The brand will open its first restaurant outside the capital in Southampton early next month.