MUMBAI: India’s F&B sector is getting a new loyalty lifeline. Reelo has rolled out ‘Membership’, a prepaid platform that helps restaurants drive recurring revenue while deepening customer relationships.
The launch comes as restaurants struggle with shrinking margins and high third-party commissions. According to Food Delivery Unwrapped, a report by The Mavericks India, hidden aggregator costs run into thousands of crores each year. ‘Membership’ by Reelo aims to shift the balance back in restaurants’ favour by encouraging direct engagement through prepaid plans and rewards.
“With Membership, we’re enabling restaurants to generate predictable revenue, build loyalty, and regain control of their customer relationships,” said Reelo, ceo and co-founder, Parin Sanghvi.
The platform allows restaurants to design custom prepaid programs from coffee subscriptions and festival bundles to prepaid wallets where customers might load 5,000 and unlock 7,500 in spending power. Seamless integration with 35 plus POS systems means automation of sales, redemption and reconciliation at scale.
Early pilots show promise. NOA by the Nutcracker in Mumbai enrolled 175 plus members in two months, adding over Rs 3 lakh in revenue. Niro in Ahmedabad saw visit frequency nearly double, while The Beer Café has launched its beer ocrat plan targeting Rs 50 lakh in the first month.
“With loyalty in place, membership was the natural next step,” said NOA, ceo, Gordon D’Souza. “It builds deeper relationships and brings in steady, repeat business.”
Reelo, which already supports 28,000 plus restaurants across India, the Middle East and Africa, says ‘Membership’ is about more than technology. “We’re catalysing a movement,” Sanghvi added. “This is the future of F&B in India: empowering restaurants to build legacies of loyalty.”
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