Food and beverage brands face a unique challenge: turning one-time buyers into repeat customers in an industry where switching costs are nearly zero. VIP tier programs solve this by creating clear progression paths that reward loyal customers with escalating benefits.
In 2025, 59% of consumers are more likely to join loyalty programs than they were just a year ago. Yet brand loyalty itself continues to decline. The F&B brands winning this battle share one thing in common: well-designed VIP tier structures that transform occasional visitors into devoted regulars.
For Shopify brands looking to build programs like these, a Shopify loyalty program provides the infrastructure to power multi-tier loyalty experiences. This guide breaks down the best VIP tier programs in food and beverage, starting with the platform that makes custom tier design accessible to DTC brands.
Key Takeaways
- VIP tier programs outperform flat loyalty structures by creating clear progression goals that drive repeat purchases
- 47% of restaurant loyalty members use their programs several times monthly, with 32% engaging multiple times weekly
- Research shows that gamification increases customer engagement significantly compared to standard programs, with brands seeing measurable upticks in app usage and redemption rates
- Dual-model programs (free tier + paid subscription) capture both casual and committed customers effectively
- Mobile-first design is non-negotiable for modern F&B loyalty programs
1) Rivo — Best For Shopify Food & Beverage Brands
Rivo stands out as the modern retention platform built specifically for Shopify and Shopify Plus merchants. For F&B brands on Shopify, Rivo delivers fully customizable VIP tier automation without the legacy workarounds that plague older platforms.
Best For
DTC food and beverage brands on Shopify seeking flexible tier design
Key Features
- VIP tier automation based on spend, points earned, or orders placed
- Custom earning rules for purchases, reviews, social follows, and birthdays
- Redemption options including discount codes, store credit, free products, and free shipping
- Direct Shopify checkout integration allowing customers to spend points as a payment method
Rivo powers loyalty programs for notable F&B brands including Aloha, Partners Coffee, Minor Figures, and BERO (Tom Holland's non-alcoholic beer brand). The platform has generated over $1.5 billion in revenue for client brands through its retention tools.
Why F&B Brands Choose Rivo
- Analytics dashboard with 20+ reports on program performance and redemption trends
- VIP tiers sync to email service providers like Klaviyo for segmentation
- Points expiry rules with automated reminder emails
- 99.98% API uptime and sub-100ms load times
The platform starts at $49/month for 200-1,500 monthly orders, with no annual contracts required. This makes it accessible for growing F&B brands that need enterprise-level tier functionality without enterprise-level pricing.
2) Starbucks Rewards
Starbucks Rewards sets the benchmark for food and beverage loyalty programs worldwide. With 34.3 million active U.S. members as of Q1 FY2024, the program has become a dominant force in driving customer retention and revenue.
Best For
Understanding how tier programs drive revenue at massive scale
Tier Structure
2 tiers (Green and Gold Status)
Program Highlights
- Earn 2 Stars per $1 spent via app or registered card
- Redemption ranges from 25-400 Stars for customizations, drinks, and merchandise
- Significant stored value held on member accounts
- 13% year-over-year membership growth
The stored value model creates extraordinary customer commitment. According to Harvard Business Review research on loyalty programs, prepaid loyalty balances lock customers into future purchases while generating breakage revenue when credits go unredeemed. Members visit 6-10x more frequently than non-members, demonstrating the power of well-designed tier structures.
This frequency advantage translates directly to revenue. When customers carry a balance on their loyalty account, they're psychologically committed to returning. The combination of mobile convenience and stored value creates powerful retention that smaller brands can replicate through platforms like Rivo.
What F&B Brands Can Learn
Mobile-first integration with order-ahead, saved payments, and favorite items removes friction from the purchase process. Starbucks proves that stored value creates both commitment and predictable revenue.
3) Chick-fil-A One
Chick-fil-A One demonstrates how four-tier structures create clear progression while turning loyal customers into brand advocates through social gifting features.
Best For
Brands looking to add social/experiential elements to tier programs
Tier Structure
4 tiers (Member, Silver, Red, Signature)
Program Highlights
- Earn 10-13 points per $1 based on tier level
- Tier qualification: 1,000 pts (Silver), 4,000 pts (Red), 10,000 pts (Signature) annually
- Higher tiers can gift rewards to friends and family
- Signature members receive backstage tours and surprise perks
The social gifting capability transforms members into advocates. When customers gift rewards, they introduce new potential members to the program organically.
What F&B Brands Can Learn
Experiential rewards at top tiers create aspirational goals beyond simple discounts. The ability to share rewards turns loyal customers into a marketing channel.
4) Chipotle Rewards
Chipotle Rewards grew from zero to 30+ million members in just four years, driven by gamification through its "Extras" feature. The program helped push digital sales past $2 billion in 2021.
Best For
Brands wanting to increase engagement through challenges and achievements
Program Highlights
- Earn 10 points per $1 spent
- Flexible redemption from 250 points (chips) to 1,250 (full meals)
- "Extras" feature offers challenges for bonus points and achievement badges
- Charity donation options supporting farming communities
This explosive growth demonstrates what happens when loyalty programs tap into game mechanics. According to Forrester Research on gamification in retail, challenge-based engagement drives significantly higher interaction rates than passive point accumulation. The $2 billion in digital sales shows how gamified loyalty translates to actual revenue, not just vanity metrics.
CMO Chris Brandt explained the strategy: "The new Extras feature gamifies Chipotle Rewards through special challenges and allows Rewards members to celebrate their achievements with special badges."
What F&B Brands Can Learn
Gamification elements like badges and challenges drive engagement between transactions. Multiple redemption tiers give customers flexibility and create more frequent reward experiences.
5) Subway MVP Rewards
Subway MVP Rewards launched in 2023 as a complete redesign built from member feedback. The program now serves 32+ million active users with achievable tier thresholds.
Best For
Understanding how customer feedback shapes effective tier structures
Tier Structure
3 tiers (Pro, Captain, All-Star)
Program Highlights
- Tier thresholds: $200/year (Captain), $400/year (All-Star)
- "Subway Cash" currency: 400 points = $2
- 250-point signup bonus for immediate value
- Seamless migration preserved all existing MyWay points
COO Mike Kappitt noted: "Subway fans are the best in QSR and to thank them for their loyalty, we're giving them the star treatment as MVP Rewards members."
What F&B Brands Can Learn
Achievable tier thresholds encourage progression. The $400 annual spend for top-tier status is accessible for regular customers, unlike programs requiring thousands in annual purchases.
6) Panera MyPanera
Panera MyPanera takes a different approach with 40+ million members. The program rewards visit frequency rather than spend amount, and over 50% of transactions come from members.
Best For
Brands wanting to democratize rewards beyond high-spenders
Program Highlights
- Visit-based rewards instead of spend-based
- AI-driven "Surprise & Delight" personalized free items
- Dual structure: free MyPanera + paid Sip Club subscription ($11.99/month)
- Members can gift rewards to friends
The visit-based model means a customer buying a $5 coffee gets the same credit as someone ordering a $20 meal. This approach rewards frequency over spending power.
When a loyalty program drives over half of all transactions, it's fundamentally changed the business model. According to National Restaurant Association research, programs achieving 50%+ transaction attribution create powerful data moats. Panera uses this data to personalize the "Surprise & Delight" offers, making each visit feel unique while maintaining cost control.
What F&B Brands Can Learn
Dual free + paid models capture different customer segments. The free tier drives broad engagement while the subscription creates predictable recurring revenue.
7) Dunkin' Rewards
Dunkin' Rewards introduced "Boosted Status" to reward high-frequency visitors with enhanced earning rates. The app has surpassed 12 million downloads.
Best For
Coffee and beverage brands targeting daily visit habits
Tier Structure
2 levels (Standard and Boosted Status)
Program Highlights
- Earn 10 points per $1 at standard rate
- 12 points per $1 after 12 monthly visits (Boosted Status)
- 200 points = free drink any size
- Bonus: free beverage after 3 purchases in one week
The Boosted Status tier provides a 20% earning rate increase for customers who visit 12+ times monthly. This structure directly incentivizes habitual behavior.
What F&B Brands Can Learn
Frequency-based tier advancement works well for daily-use products like coffee. The weekly 3-purchase challenge creates short-term goals that drive immediate behavior change.
8) KFC Rewards Arcade
KFC Rewards Arcade (UK & Ireland) replaced traditional stamp collections with 3D arcade games. The results speak for themselves: 86% of app users play every visit.
Best For
Brands seeking maximum engagement through entertainment
Program Highlights
- Arcade-style instant-win games after qualifying orders (£3+)
- "Hammer Time" and rotating games with probability-controlled rewards
- 107% increase in rewards redeemed post-launch
- 53% increase in app downloads
The program also achieved a 26% uplift in weekly active app users and 70% more customers recommending the brand after launch.
These metrics show the power of entertainment-driven engagement. An 86% play rate means the loyalty program became the primary reason customers use the app. The 107% redemption increase proves that games don't just create engagement—they drive actual transactions. Nielsen research on consumer behavior confirms that interactive experiences create stronger brand recall and purchase intent than passive programs.
What F&B Brands Can Learn
Instant gratification through games can outperform traditional point accumulation. The entertainment value keeps customers engaged with the app between purchases.
9) Costa Coffee Costa Club
Costa Coffee Costa Club modernizes the classic punch card model while incentivizing sustainable behavior across 4,000 locations plus 6,000 Costa Express vending machines.
Best For
Brands wanting to tie tier benefits to sustainability goals
Program Highlights
- Earn 1 Bean per drink purchase
- Free drink for every 8 beverages purchased
- Extra Bean for using reusable cup
- Birthday cake perk plus app-exclusive surprises
The reusable cup bonus effectively doubles reward velocity for eco-conscious customers while reducing single-use cup costs for the business.
What F&B Brands Can Learn
Sustainability accelerators align customer values with business goals. The extra Bean for reusable cups rewards behavior the brand wants to encourage while cutting operational costs.
10) McDonald's MyMcDonald's Rewards
MyMcDonald's Rewards operates across 119 countries with over 40,000 locations. The program prioritizes simplicity with clear redemption milestones.
Best For
Understanding how to design tiers for maximum clarity
Program Highlights
- Earn 100 points per $1 on eligible items
- 4 clear redemption tiers: 1,500 / 3,000 / 4,500 / 6,000 points
- 1,500 bonus points for linking payment card
- One-step code system handles earning, redemption, and payment
The single 4-digit code eliminates complexity at the register. Customers don't need to remember separate codes for earning and redeeming.
What F&B Brands Can Learn
Ultra-clear tier milestones remove guesswork. The 4-tier redemption structure (1,500 → 3,000 → 4,500 → 6,000) creates visible goals without overwhelming customers.
Choosing the Right VIP Tier Structure
The best types of customer loyalty programs share common elements that F&B brands can apply regardless of size.
Key decisions for tier design
- Number of tiers: 2-4 tiers work best. Fewer than 2 lacks progression; more than 4 creates confusion.
- Qualification method: Spend-based (Chick-fil-A), visit-based (Panera), or hybrid (Dunkin') each serve different goals.
- Earning mechanics: Simple point-per-dollar or tiered earning rates that reward higher-level members.
- Redemption flexibility: Multiple reward levels (like Chipotle's 250-1,250 point range) create more frequent reward experiences.
According to Bond Brand Loyalty's annual research, the most successful loyalty programs balance simplicity with aspiration. Programs that are too simple fail to create engagement, while overly complex programs discourage participation.
For Shopify F&B brands, Rivo provides the flexibility to test different tier structures without long-term commitments. Explore case studies from brands like Partners Coffee and BERO to see how custom tier programs drive retention.
Frequently Asked Questions
What defines a successful VIP tier program for a food and beverage brand?
Successful F&B tier programs feature clear progression paths, achievable tier thresholds, and rewards that match customer purchase patterns. The best programs reach high transaction attribution by making tier advancement feel attainable while providing meaningful benefits at each level.
How can F&B brands use VIP tiers to increase average order value and repeat purchases?
Tiered earning rates (like Chick-fil-A's 10-13 points per dollar based on tier) encourage customers to maintain their status through continued purchases. Frequency bonuses drive immediate repeat visits, while escalating benefits create long-term retention.
Can small F&B brands on Shopify effectively implement VIP tier programs?
Yes. Platforms like Rivo make tier programs accessible starting at $49/month with no annual contracts. Small brands can start with 2-3 tiers and add complexity as they grow. The key is matching tier thresholds to your typical customer's purchase patterns.
How do referral programs integrate with VIP tiers for F&B brands?
Higher-tier members often receive enhanced referral rewards, creating another reason to maintain status. Chick-fil-A's social gifting feature at Silver+ tiers demonstrates how tier benefits and referral mechanics can reinforce each other.
What's the difference between a points program and VIP tiers for a beverage company?
Points programs reward transactions; VIP tiers reward relationship depth. A points-only program treats all customers equally. Tier programs recognize and reward your best customers with escalating benefits, faster earning rates, or exclusive perks. Most successful F&B programs combine both: points as currency, tiers as status.
