"Get Your 10th Slice Free" is Dead. Here's What Modern Customers Actually Want from Loyalty

Phil Ingram
Sep 22
4 min read

For years, the paper stamp card has been the king of takeaway loyalty. "Buy nine pizza slices, get the tenth free." It’s simple, it’s easy to understand, and for a long time, it was enough.

But it’s not enough anymore.

Your customers are drowning in loyalty programmes. They have a wallet full of crumpled cards and a phone full of forgotten apps. A predictable, transactional freebie at the end of a long slog just doesn't cut it in a world where every business is fighting for their attention. The old model isn't bad, it's just outdated.

Modern loyalty isn’t about rewarding a transaction; it's about recognising a person. It's about making your regulars feel seen, special, and appreciated in a way that goes beyond a simple mathematical exchange. Here’s what they really want.

The New Rules of Customer Loyalty

To understand what works today, you need to understand the shift in what customers expect. It boils down to three key changes.

1. From Predictable to Surprising

The tenth slice is predictable. Your customer knows it’s coming. There’s no emotion in it; it's just a transaction they're owed.

Now, imagine this: on a random Tuesday, that same customer gets a notification. "Hey Dave, it's Pizza Shed. Just because you're a legend, here’s a voucher for free garlic bread on your next order."

That’s a surprise. It feels like a genuine gift, not a calculated obligation. It creates a moment of delight that is far more powerful and memorable than a predictable freebie. They'll talk about that, they'll remember it, and they'll probably order that night.

2. From Generic to Personal

"Buy ten get one free" treats your best customer—the one who orders every Friday—exactly the same as the person who takes six months to fill their card.

Modern customers expect you to know them better than that. If you know a customer always orders a side of spicy wings with their pizza, a generic offer is a missed opportunity. What they crave is a personal touch. A targeted offer like, "We've noticed you're a fan of our spicy wings! Here's 25% off them all this week, just for you," shows you're paying attention. It makes them feel like a valued individual, not just another number in the queue.

3. From Transactional to Relational

The old model is a pure exchange: stamps for pizza. The new model is about building a relationship. It's about finding moments to say "thank you" that aren't tied to a rigid 10-stamp structure. It's about acknowledging their loyalty in between the big milestones, strengthening the connection so they wouldn't dream of ordering from anywhere else.

How to Put This into Practice

This all sounds great in theory, but what does it mean for your busy takeaway on a Friday night? The good news is, you don't need to throw the baby out with the bathwater. The stamp card is still a brilliant tool—when it’s used as a foundation, not the entire strategy.

Step 1: Keep the Stamp Card, But Make It Digital The "buy X, get Y" journey is still a satisfying one. The key is to move it from a bit of paper to a digital card on your customer's phone. This is the crucial first step. Once it's digital, you finally know who your customers are, and you have a direct line to them.

Step 2: Layer on the Magic with Digital Vouchers This is where you bring the new rules of loyalty to life. With a digital programme in place, you can use flexible coupons and vouchers to create those special moments.

The Surprise & Delight: Once a month, send a random group of your most frequent customers a voucher for a free portion of chips or a can of pop. The reason? There is no reason. It's just a thank you.
The "We Miss You" Nudge: See a regular who hasn't ordered in 30 days? Send them an automated voucher for "Free Delivery on Your Next Order". It’s a gentle, effective reminder to come back.
The Smart Upsell: Launching a new range of milkshakes? Send a voucher to your top 100 customers: "Be the first to try our new Oreo milkshake for just £2 with any pizza." You get valuable feedback and drive sales for a new product.
The Bounce-Back Offer: Everyone who orders on a big match day gets a voucher for 20% off on a typically quiet Tuesday or Wednesday next week. This smooths out your revenue and builds a habit of ordering on off-peak nights.

The Right Tool Makes It Easy

Trying to do any of this with paper is impossible. The paper is anonymous. It can't surprise, it can't personalise, and it tells you nothing about your customers' habits.

This is precisely why we built meed. It's designed to make this modern approach to loyalty incredibly simple.

With meed, you get the best of both worlds. You can set up a digital stamp card in about a minute, giving your customers that simple, satisfying journey they're used to. They join with a quick QR scan—no app to download, no fuss.

But the real power is in our flexible coupon system. It allows you to effortlessly create and send all the targeted, personal, and surprising offers we just talked about. You can reward your best customers, win back lapsed ones, and promote new items with just a few clicks.

The "10th slice free" isn't a bad idea; it’s just the beginning of the story. What customers want from modern loyalty is about combining a simple, rewarding journey with moments of unexpected delight.