The Ivy Collection ends rewards scheme, giving diners until December 2026 to redeem cashback
The Ivy Collection has shut down its Ivy Premier Rewards loyalty scheme, leaving customers racing to spend their accumulated cashback before points expire. The scheme, which had offered members 5 per cent cashback on restaurant bills, stopped accepting new points on 29 September, with an initial redemption deadline of 31 October.
The programme had been running for three years, and many regulars built up substantial balances; one couple reported 6,867 points worth £342. The Ivy Collection, which operates over 40 locations across the UK following a £1.4 billion sale to Abu Dhabi-based firm DIAFA in April, says a new loyalty programme is in development. The firm has extended the redemption deadline to 30 December 2026 for customers with larger balances and has committed to contacting high-balance members to help them spend their points.
- Ivy ends loyalty scheme; customers have until December 2026 to redeem points
- Regular customer faced race to spend £342 worth of accumulated cashback
- Chain developing new rewards programme after £1.4bn sale to Abu Dhabi firm
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The Ivy Collection is a chain of over 40 upmarket restaurants across the UK, ranging from iconic London venues to locations in major cities nationwide. In April, the business was acquired by Abu Dhabi-based investment firm DIAFA for £1.4 billion.
The Ivy Premier Rewards scheme offered regular diners 5 per cent cashback on their restaurant bills and has been running for three years. Members accumulated points that could be redeemed as money off future visits, with some customers building up substantial balances.
Regular diners view loyalty schemes as a way to get value from frequent visits to their preferred restaurants. The schemes also help restaurant groups encourage repeat business from their most profitable customers.
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Originally published by Daily Mail as “Ivy Collection customers face rush to spend points as restaurant cancels loyalty scheme”.