Wasabi is ditching its mobile app and will instead ask customers to tap or scan a smartcard with their mobile to join the ‘Wasabi Club’ and collect loyalty points.

Club members that collect seven loyalty stamps will be able to claim a free meal, as part of the new loyalty promotion launching on April 30 across its Central London outlets.

The campaign, which is expected to provide insight into customer behaviour and footfall, is being delivered by technology platform Thyngsm, and wireless messaging from Devicescape.

Andreia Harwood, senior marketing manager for Wasabi, said: “We are delighted to be launching our first ever loyalty promotion using Thyngs. Creating a dedicated app would have been time-consuming, expensive, and inconvenient for our customers. Instead, we’ve been able to launch this campaign in a matter of weeks, providing a low-friction customer experience with no impact to speed of service across our high footfall stores, whilst also benefiting from greater visibility into behaviour and loyalty across our outlets.”

Neil Garner, founder and chief executive of Thyngs, added: “Getting consumers to download yet another app and then take action at the point of purchase is a huge challenge for quick service retail brands. By turning ordinary items into mobile engagement points, we’re transforming how Wasabi’s customers engage with their brand, delivering valuable insight in the process.”