Greene King celebrates win at the European Loyalty Awards for its app based loyalty & reward programme

Greene King, the UK’s leading pub company and brewer, is celebrating after it won the award for Best Use of Gamification in a Loyalty Programme or Initiative at the European Loyalty Awards.

The European Loyalty Awards recognise excellence and innovation in customer loyalty. Greene King was awarded the Best Use of Gamification in a Loyalty Programme category for its loyalty and reward programme within the Greene King App, which uses game-based experiences to enhance the customer experience, on 3 September.  Since launching in September 2025, more than two million customers have now signed up for loyalty and rewards.

Gamification features have been built into the Greene King App to encourage customers to visit more often, engage with the rewards programme and unlock additional value. Each feature was designed with a specific goal in mind. For example, Spin to Win provides a guaranteed reward when a customer first joins the rewards programme, while Pub Match turns purchases into a game experience with a built-in leaderboard and the chance to win prizes up to £50.

Seasonal in-app events also add cultural relevance and help create ongoing engagement. Recent examples include a World Cup sweepstake, which offered customers the chance to win up to eight free drinks, as well as a sticker collection game designed to build regular customer interaction with the app between pub visits.

Clair Preston-Beer, Chief Digital and Commercial Officer at Greene King said: “Since launching the Greene King App reward programme last year, our focus has been on creating an experience that offers genuine value to customers, while giving them more reasons to visit our pubs more often. We’re therefore delighted to receive this recognition from the European Loyalty Awards.

“Gamification has become an important part of the customer experience, helping us make the rewards programme more interactive, fun and relevant for our customers.”

The Greene King App plays a leading role in the company's customer engagement strategy, enabling customers to easily discover nearby pubs and restaurants, book tables, order and pay, as well as access exclusive rewards and special offers.

For more information please visit: https://www.greeneking.co.uk/order-and-pay-app 

ENDS

Notes to editors

Greene King is the country’s leading pub company and brewer trading c2,500 pubs, restaurants and hotels across England, Wales and Scotland.

At Greene King we are passionate about delivering our purpose to ‘pour happiness into lives’. That’s for our customers, our team, our pub partners, our suppliers and the communities in which we live, operate and serve. Founded in 1799 with offices in Bury St. Edmunds, Suffolk and Burton on Trent in Staffordshire we employ around 38,000 people across the group and operate three divisions including Managed Pubs, Pub Partners and Brewing & Brands.

• Managed Pubs: Our Managed Pubs division brings together our best-known pub and restaurant brands nationwide, including Greene King pubs, Hungry Horse, Chef & Brewer, Farmhouse Inns and Flaming Grill. We offer great service, quality and value for a wide range of eating and drinking occasions. Ventures includes Hickory’s, Premium (Crafted Pubs & Metropolitan Pub Company) and Hotels, which operate independently of Greene King’s managed pub brands.

  
  

• Pub Partners: Pub Partners runs our tenanted and leased pubs business and Hive and Nest franchise pubs. These options combine entrepreneurial independence with practical support, enabling partners to run successful local businesses within a market‑leading estate. We have c.1,000 leased, tenanted and franchise pubs.

  
  

• Brewing & Brands covers the brewing sides of the business. Quality ales are brewed at the Westgate brewery in Bury St Edmunds and the Belhaven Brewery in Dunbar. Our industry-leading portfolio includes Greene King IPA, Abbot Ale, Ice Breaker and Belhaven Best and our premium beers, Level Head and Hazy Day, brewed for the modern-day drinker.