New drive to promote over 60s Diamond Club

A progressive pub group is targeting the lucrative 'grey pound' market with a new drive to sign up members for its Diamond Club scheme, open to customers over 60.

The food-focused group is sending targeted direct mail to potential members within a five mile radius of its carveries, as well as other pubs. Members are offered meal deals and discounts in at least 80 pubs.

The scheme has already proved successful and has over 180,000 members, with a further 250 signing up every day - with 10 per cent coming through online applications.

The offer includes 25 per cent off meals in participating pubs as well as a two course menu offer

It is a fact that the over 60's appreciate and actively look for good value for money and they tend to be more brand loyal than their younger counterparts. In fact, some visit their local carvery up to three times a week at lunchtimes and in some pubs a quarter of the food sales are from these diners.

Full story at: www.thepublican.com