Bluestone Lane

Fast Casual50+ Locations

How Bluestone Lane reversed a declining loyalty program and grew guest lifetime value through a unified digital platform, Square Loyalty integration, and frictionless in-store signup.

+50%

Active Loyalty Member Growth

+117%

Loyalty Guest LTV

About The Partnership

Bluestone Lane is an Australian-inspired coffee and café brand built around premium coffee, all-day dining, and a strong sense of local community. The brand has cultivated a loyal following of daily regulars who treat their neighborhood café as a second home.

As the brand scaled, Bluestone Lane partnered with unPLUG and Square to rebuild its digital ecosystem—unifying loyalty, ordering, and guest identification across register, kiosk, table, app, and web. The goal: turn every transaction into a measurable guest relationship and compounding first-party revenue.

Integrations: Square, Square Loyalty

"unPLUG helped us rebuild how guests join, order, and come back. Our cafes are enrolling members at the table, staff redeem rewards at the register, and we're finally seeing the compounding LTV we always believed was possible."
Nicholas Stone
Founder & Executive Chair

The Challenge

In 2025, Bluestone Lane’s loyalty program looked healthy on the surface, with 50,000 active members and $4.55M in identified loyalty transactions. But the program was shrinking. Active members fell 19.7% over the year, YoY retention was just 40.8%, and monthly engagement among returning members dropped from 17.9% to 9.0%. New signups could not offset attrition.

The friction was specific and operational. Guests could view points on the website but not earn or redeem them there. Dine-in ordering was disconnected from loyalty. In-store signup required a separate post-order flow. Order errors from legacy modifier structures eroded staff confidence in the program. Bluestone Lane needed a platform that removed friction at the point of sale, reconnected dine-in to loyalty, and gave the team a single loop from signup to redemption.

How We Solved It

The strategic approach and key implementations that drove success

Loyalty Relaunch & Member Growth

In a single day, Bluestone Lane migrated 50+ locations to unPLUG + Square Loyalty. Within 90 days, the brand enrolled 20,715 new members, grew its active loyalty base by 50%, and accelerated signup velocity to 2.4× the prior monthly average. Loyalty participation nearly doubled by May, with register, kiosk, table, app, and web all feeding one measurable loop.

Single-day migration across 50+ locations to unPLUG + Square Loyalty
20,715 new signups in the first 90 days
Unified loyalty identification across POS, kiosk, table, app, and web
Local Legends program relaunch with influencer ambassador support

Dine-In Signup & In-Store Operations

unPLUG integrated dine-in ordering with the app and web so guests could sign up and earn points when ordering from their table, turning the café into a primary loyalty enrollment channel. Behind the scenes, Square card tokenization identified ~98,000 new guests in 90 days without a single form, while item-level modifiers and POS-native rewards gave staff a program they could actively run.

Table QR ordering connected to loyalty enrollment
39.2% of web orders now originate from in-store tables
Phone-number signup at register, kiosk, and table with passwordless app/web sign-in
Rewards visible and redeemable directly on the Square POS screen

LTV Growth & Lifecycle Automation

With friction removed, the behavioral gap between loyalty and non-loyalty guests became clear: loyalty guests are worth 117% more over their lifetime, visit 2.75× more often, and repeat at 4.5× the rate. unPLUG layered lifecycle automations, personalized upsells, and conversion-optimized ordering to deepen that habit, driving monthly reward redemptions up 2.2× since launch and member AOV up 23% to $18.25.

Lifecycle journeys mapped to guest stage, triggered by behavior, not schedules
Personalized upsells driving 20% of items ordered via recommendations
86.7% mobile and 73.2% web cart conversion, above industry benchmarks
Ramp-up sequence designed to move guests to their 6th order—the LTV inflection point