Recurring Revenue Made Simple: GoTab’s Blueprint for Memberships and Subscriptions
Hospitality operators are increasingly looking for ways to generate reliable revenue, strengthen guest loyalty, and deliver memorable experiences. One of the most effective strategies is the use of memberships and subscriptions. During our recent webinar, Unlocking Recurring Revenue with GoTab Memberships and Subscriptions, the GoTab team shared practical insights, case studies, and a live demonstration of how operators can launch and scale these programs.
Why Memberships Matter
Memberships and subscriptions are not just marketing tactics; they’re strategic revenue streams. They provide guaranteed, upfront income while creating stronger bonds with guests. Even smaller programs, if designed thoughtfully, can transform casual patrons into brand advocates who bring friends, visit more frequently, and generate predictable sales.
The key lies in exclusivity and experience. Programs that offer members early access to new products, unique benefits, or special recognition consistently outperform discount-only models. When operators dilute that exclusivity—by extending benefits to non-members—the perceived value drops quickly.
Three Core Models for Hospitality
GoTab outlined three primary structures that operators can adopt, depending on their goals:
- Loyalty Programs
Traditional “punch card” systems have evolved into sophisticated digital loyalty engines. With GoTab, operators can track purchases or points automatically, issue rewards without staff intervention, and even design programs that encourage repeat visits by restricting when and how coupons can be redeemed. - One-Time Memberships
These limited-duration or lifetime clubs are common in breweries (think mug clubs or bottle clubs). They create excitement and exclusivity while locking in upfront revenue. Operators can tie them to product releases, seasonal events, or VIP perks. Some venues even combine loyalty and membership, allowing points to convert into higher-tier benefits. - Subscriptions
Modeled after Netflix or Spotify, subscriptions represent the next stage of evolution. Guests commit to a recurring charge—monthly, quarterly, or annually—in exchange for ongoing benefits. The best programs are highly specific, like a “pizza subscription” or “coffee club,” targeting particular guest interests while ensuring steady revenue.
Real-World Success Stories
The webinar highlighted several venues that have built strong recurring programs:
- Fortress (Australia) – Their memberships emphasize clear value, mixing discounts with VIP updates and surprise perks. By quantifying the potential savings, they make it easy for guests to see the return on investment.
- Humble Somme – Multiple tiers allow guests to choose the package that best fits their lifestyle and budget. By tailoring benefits to distinct audiences, they drive stronger adoption and renewals.
- Pour Society – A straightforward $35/month plan gives members 10% off food. Because the buy-in is upfront, members naturally return to maximize their investment, creating predictable repeat business.
- Sketchbook Brewing (Illinois) – Their simple, product-specific membership (discounted growler fills) has been running successfully for years. By keeping the focus narrow and experiential, they’ve built lasting loyalty while increasing on-site sales when guests come to redeem benefits.
Demonstrating the “Slice Club”
To illustrate the mechanics, GoTab built a “Slice Club” live during the webinar. The goal was to boost lunchtime traffic at a pizza shop by offering members five prepaid slices per month, plus 10% off sodas.
This simple subscription model delivered multiple advantages:
- Guests felt they were getting more than face-value benefits.
- Operators received predictable monthly revenue.
- The small add-on perk encouraged guests to buy more during each visit.
All rewards were automated through GoTab’s system—applied seamlessly whether ordering online, scanning a QR code, or checking in at the POS. Staff didn’t need to track spreadsheets or punch cards, and members saw their benefits in real time.
Best Practices for Building Programs
GoTab concluded with five guiding principles for operators considering memberships and subscriptions:
- Be Specific – Design programs that serve a clear business goal, like driving lunch traffic or rewarding your most loyal guests.
- Make It Experiential – Go beyond discounts. Offer priority service, VIP recognition, or access to secret menus that add emotional value.
- Prove the Value – Do the math for your guests. Show how quickly the membership pays for itself and highlight potential savings.
- Keep It Attainable – Ensure benefits are realistic. If members can’t use them often enough, they’ll cancel.
- Make It About Them – Empower members to share perks, refer friends, or unlock special experiences, turning them into your best advocates.
The GoTab Advantage
What makes GoTab unique is how seamlessly these programs are integrated into everyday operations. Benefits apply automatically; staff don’t need to manage spreadsheets, issue manual rewards, or reconcile third-party apps. Guests check in once, and everything else—from coupons to discounts to VIP notifications—runs in the background.
Operators can start small with loyalty, then expand into memberships and subscriptions, tailoring each program to their goals. Whether the aim is guaranteed revenue, more frequent visits, or stronger brand advocacy, GoTab provides the flexibility to design, test, and scale recurring revenue models.
Final Takeaway
Memberships and subscriptions represent an untapped revenue stream for many operators. Done right, they deliver the holy grail of hospitality: predictable income, loyal guests, and stronger connections. As GoTab put it, the secret is to design programs that are specific, experiential, and valuable—so that every member feels like a VIP.
If you’re ready to unlock recurring revenue in your own venue, reach out to your GoTab account manager. With the right program in place, every slice, sip, or stay can be the start of a lasting relationship. View the full recording and request a demo today.
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