How many stamps should your loyalty card have? Rewards that pay for themselves
A simple way to pick the number of stamps and the reward for your café loyalty card, using your real costs and visit frequency, with worked examples in rupees.
· 2 min read · Tapstand team
Too few stamps and you give away margin. Too many and nobody bothers. The right number depends on two things you already know: how often your regulars visit, and what a reward actually costs you to make.
Step 1: Work out the real cost of the reward
Price rewards at cost, not menu price. A cappuccino listed at ₹220 might cost ₹40 to ₹55 in milk, coffee, cup and labour. A slice of cake might cost ₹60. That's what you're giving away.
Step 2: Compare it with what the stamps bring in
Each stamp usually represents one purchase. With an average bill of ₹350 and a 60% gross margin, every stamped visit earns about ₹210 in gross profit.
| Card | Visits to reward | Gross profit from visits | Reward cost | Reward as % of profit |
|---|---|---|---|---|
| 5 stamps → cookie | 5 | ₹1,050 | ₹30 | ≈3% |
| 8 stamps → coffee | 8 | ₹1,680 | ₹50 | ≈3% |
| 10 stamps → coffee | 10 | ₹2,100 | ₹50 | ≈2.4% |
| 15 stamps → brunch for one | 15 | ₹3,150 | ₹180 | ≈5.7% |
The reward is a small slice of the profit those visits bring. The real question isn't cost; it's whether the goal feels reachable.
Step 3: Match the card to visit frequency
- Daily coffee regulars (office crowd): 10 stamps fills in two weeks. Fine.
- Weekly visitors (weekend brunch): 10 stamps takes over two months. Too long. Try 6 to 8, or add a tier at 4 or 5.
- Occasional diners (dinner restaurants): stamps per visit rarely work. Consider a welcome and birthday offer instead.
A good rule: the first reward should be reachable within about four to six weeks of normal visits.
Step 4: Add tiers instead of a bigger card
If you want a big reward, put small ones on the way. A 15-stamp card with rewards at 5, 10 and 15 keeps people engaged at every stage. Tapstand cards can hold up to 20 stamps with as many reward tiers as you like.
Settings that protect your margin
- One stamp per visit. A cooldown (for example, one per four hours) stops a table of six filling one card.
- Expiry on saved rewards. If a guest saves a reward for later, give it a sensible expiry such as 60 or 90 days.
- A claims log. Know which staff member gave which reward, and when.
Frequently asked questions
Should a stamp be per visit or per amount spent?
Per visit is simpler for staff and guests. If your bills vary a lot, add a minimum spend for a stamp and tell guests up front.
What makes a good reward?
Something guests value more than it costs you: a drink, a pastry, a side. Avoid cash discounts on the whole bill; they cost more and feel less special.
Screenshots show Tapstand with a sample café and demo data.
