BUILDING EVERYDAY LOYALTY THROUGH DINING & COFFEE REWARDS

Two always-on campaigns delivering real daily value and habit-forming app engagement.

Our Sectors

Telecoms

Client

Three Mobile

Solutions

Loyalty Programs, Reward Networks

Location

United Kingdom

Image showing a mobile phone screen displaying an app interface. The left side highlights "Top rewards" with a title "The £1 Coffee Network"

Overview

In a highly competitive UK telco market, where differentiation is increasingly difficult and price-led incentives dominate, Three Mobile recognised that loyalty needed to deliver real value in everyday life, not just occasional moments of activity.

Through its Three+ app, Three set out to move beyond one-off experiential rewards, such as concert tickets that may only resonate once or twice a year, and instead build habit-forming, repeatable reasons to engage. The objectives were to reduce churn, increase app usage, and attract and retain the right customers by embedding rewards into everyday routines.

Partnering with TLC Worldwide, Three launched two complementary, always-on campaigns, each designed to reward naturally recurring behaviours and position Three+ as a practical, daily companion rather than an occasional perk platform.

The Challenge

Three faced the challenge of standing out in a telco category where loyalty programs are often dominated by price discounts and short-term incentives. While these tactics can generate bursts of activity, they often struggle to build sustained engagement or long-term emotional connection.

Three wanted to introduce rewards that were frequent, accessible, and genuinely useful. The solution needed to deliver real day-to-day value, encourage regular interaction with the Three+ app, and reinforce the benefits of staying with Three – all while remaining simple and scalable for a diverse customer base.

Why TLC

Three selected TLC Worldwide for its ability to design and execute behaviour-changing loyalty programs at scale. TLC’s deep understanding of everyday consumer engagement, combined with its extensive merchant network and proprietary COSMOS platform, enabled the creation of two exclusive, ownable campaigns. TLC’s reputable partner ecosystem also acted as a compelling ‘pull’ for more independent outlets that are not typically accessible via a branded loyalty program.

From partner recruitment and network management to user experience and reward fulfilment, TLC delivered end-to-end execution while ensuring consistency, quality, and simplicity for customers.

The TLC Approach

TLC designed two distinct propositions, each aligned to high-frequency consumer behaviours and integrated into the Three+ app.

Three+ Eats - Always-on Dining Rewards

Three+ Eats centred on rewarding a common everyday pleasure – dining out. Available all-year-round, the program offered customers a reliable reason to return to the app regularly and make Three part of their normal spending decisions.

Reward mechanics:

£5 off a £20 spend
Over 3,500 restaurants nationwide
Available twice a day, 365 days a year
Redeemed directly through the Three+ app

To keep the experience fresh, TLC also introduced rotating monthly brand offers with well-known restaurant partners including Zizzi, German Doner Kebab, Papa Johns, Bella Italia, Frankie & Benny’s, Fireaway, and Prezzo. The result was an always-on reward that felt relevant to a diverse demographic, easy to use, and closely aligned with customers’ everyday lives.

£1 Local Coffee Network

TLC and Three’s second campaign, The £1 Local Coffee Network, played into the UK’s ever-growing coffee culture. Designed to create anticipation and routine, it gives customers something to look forward to every week, while recognising different high-street favourites beyond the obvious chains.

Reward mechanics:

Barista-made coffee for £1
One redemption per week
Over 1,000 independent and high-street cafés
Nationwide coverage across the UK
In-app access and instant redemption

Built entirely by TLC, the network combined locality and national brands, from independent neighbourhood cafés to recognised names such as Paul, Kaspa’s, and Wenzel’s.

£1 Coffee Network with a coffee cup and logos of various coffee shops. Text reads: "Three+ is your pass to £1 drinks at 100s of local coffee shops."

The Results

While specific performance metrics remain confidential, both Three+ Eats and the £1 Local Coffee Network have become integral components of the Three+ loyalty proposition. Together, they introduced consistent, everyday value into the app and encouraged frequent, habitual engagement.

By focusing on dining and coffee, two popular behaviours that naturally recur in daily life, Three successfully repositioned its loyalty program as something customers could rely on regularly, supporting retention and reinforcing the value of being a Three customer. The £1 Local Coffee Network’s innovation was further recognised with a Supplier/Vendor Innovation award at the European Loyalty Awards 2025.

3,500

Restaurants

participating nationwide

Hear directly from the client

“Three’s partnership with TLC demonstrates how everyday rewards relating to life’s simple pleasures can drive significant brand engagement. By prioritising relevance, frequency, and ease of use, TLC helped Three strengthen its loyalty offering and deliver long-term value to millions of customers. ”