Ivy Collection Loyalty Program Cancellation Angers Customers

Customers of the upscale restaurant chain The Ivy Collection are expressing frustration after the abrupt cancellation of its loyalty program, the Ivy Premier Rewards. Diners received an email on September 29 informing them that they could no longer earn points, and that any existing points must be redeemed by October 29, or they would expire. The scheme previously offered members 5% cashback on their bills, redeemable on future meals.

A couple who are regulars at The Ivy brought their concerns to light, stating they had accumulated 6,867 points, equivalent to £342. They expressed difficulty in spending such a sum within the one-month window, given that typical main courses range from £20 to £45 and starters and desserts fall between £10 and £15.

Following media inquiries, The Ivy extended the redemption period for these points to December 30. The restaurant chain indicated it would contact other customers with significant point balances to offer them the same extension. A spokesperson stated that the company is preparing to launch a new guest recognition program in the new year and that they want to ensure members have adequate time to use their earned rewards. "Our guest services team has actively been contacting members with higher balances directly to confirm they have until December 30 2026 to redeem their full value across our restaurants and to assist with table bookings to ensure every earned point is enjoyed," the spokesperson added.

The Ivy Premier Rewards program, managed through the Ivy Club app, was launched three years ago, allowing loyal patrons to accumulate substantial balances. In addition to cashback, the program offered perks such as priority reservations and birthday dishes. The original Ivy restaurant, established in London's Covent Garden in 1917, has a history of hosting notable figures and has since expanded to over 40 locations across the UK under various names including Ivy Asia, Ivy Brasserie, and Ivy Cafe.