.webp)
me&u is a global hospitality technology platform powering over 6,000 venues and facilitating more than AUD 2 billion in transactions annually. With a user base of 13 million diners and operations across Australia, the UK, and the US, me&u has scaled rapidly through its mobile ordering, payments, and marketing tools. Following its merger with Mr Yum in 2023, the company now forms one of the largest and most advanced players in the hospitality tech space.
As they expanded, me&u recognized that digital ordering was only one part of the guest experience. To drive loyalty, upsell smarter, and help venues boost repeat visits, they needed a modular, scalable marketing layer they could brand as their own.
Key challenges
- Offering advanced logic for secure and personalized promotions & loyalty.
- Managing loyalty and promotions for 400+ venues efficiently.
- Providing loyalty features that are affordable and flexible for smaller venues.
Aiming for loyalty without the bloat
When me&u set out to deepen customer engagement, they knew loyalty and targeted incentives would be key. With hundreds of venues under their umbrella, from boutique bars to national pub chains, they needed a rewards system flexible enough to serve both ends of the spectrum.
The team envisioned a loyalty engine that could handle complex promotional logic, support white-label deployment, and be managed by non-technical staff.
Voucherify’s API-first architecture, extensive Rule Engine, and modular design made it the ideal foundation for Reward – me&u’s standalone marketing platform that powers everything from points programs to gift cards.
Powering Reward: Voucherify as the loyalty backbone
Reward operates independently from me&u’s core operations tool, Manage. It enables hospitality venues to create repeatable, branded engagement through:
- Loyalty programs (points-based)
- Discount codes (unique & standalone)
- Digital gift vouchers
- Membership tiers
- Staff discounts
Voucherify is embedded into Reward as a white-labeled service, enabling me&u to spin up new client instances as separate projects within a single master account. Account managers or support staff, not engineers, create and configure campaigns using pre-built templates, API logic, and venue metadata.
The integration covers everything from discount redemption at checkout to points accrual rules and real-time validation, all coordinated across various POS platforms. With hundreds of client projects running on Voucherify, Reward has become a core pillar of me&u’s broader tech flywheel, alongside its CRM and Serve ordering suite.
The Reward module is an affordable option that opens loyalty to smaller venues previously priced out of legacy systems. me&u’s approach provides clients with enterprise-grade loyalty tooling at startup-grade simplicity and price tag.
But Reward isn’t just a product, it’s a strategic lever. By making loyalty easy to adopt, me&u improves customer retention for its own platform. Since points and vouchers can only be earned and redeemed through me&u, venues stay stickier, and guests return more often.
Campaigns in action
Voucherify powers every major component of Reward:
Points-based loyalty
Customers earn 100 points per $1 spent (10% back), visible in-app and redeemable when thresholds (e.g. 5,000 points = $5) are met. Voucherify manages all the logic behind earning, burning, and reporting.
Discount codes
From mass one-time codes to item-specific offers (e.g., free Coke when spending $40), me&u creates campaigns with built-in validation rules, date, time, item type, venue scope, keeping promotions targeted and secure.
Gift vouchers
Digital gift cards with real cash value (e.g., £50) are tracked per customer and redeemable until depleted.
Membership tiers
By uploading lists of customer identifiers (like mobile numbers), me&u unlocks tiered rewards such as “VIP” level discounts. Voucherify handles the logic dynamically at checkout.
Staff discounts
Venues use Reward to offer structured team benefits like automatic 50% off meals, without manual configuration.
The team is currently exploring adding more features like referral programs, qualification checks for smarter upselling and improved campaign-level analytics.
Operational simplicity at scale
Supporting over 6,000 venues means me&u can’t afford to reinvent the wheel every time a client wants to run a new promotion. The challenge wasn’t just building a flexible loyalty tool, it was creating a system that could run at scale without scaling the team.
By using Voucherify as a centralized engine and pairing it with a template-first strategy, me&u has transformed loyalty and discount management into a repeatable, low-touch operation. Instead of engineers or specialists, it’s account managers and support staff, often with no tech background, who own campaign setup and execution.
Voucherify allows the team to build a library of pre-configured campaign templates for everything from simple percentage discounts to buy-one-get-one offers and item upsizing. Templates act as guardrails: flexible enough to be adapted per venue, but structured enough to keep implementation fast and error-free.
This shift has created meaningful operational savings:
- Campaign management is now fully self-service allowing venues to launch and edit campaigns independently.
- Shorter onboarding timelines for clients who can now launch new campaigns in under 15 minutes.
- More self-sufficiency across internal teams.
Importantly, this approach lets me&u scale client-facing services without linearly increasing support costs. Whether a venue wants a fully managed experience or prefers to configure campaigns themselves, the system accommodates both.
.jpg)
.jpg)
.svg)
.jpg)
