Greene King

For years, customers had no single way to find them, book them, or order inside them. The app that was supposed to connect customers to all of the brands was a white label solution that could not be customised, collected no data, and created more problems for pub team members than it solved.

Their original app was built during the pandemic as a functional workaround rather than a long-term solution. It could not be customised to reflect individual brands, provided no data or analytics, and left venue staff managing the consequences of a product that was not fit for purpose. Greene King approached us to build something the hospitality industry had not seen before: a single app that brings every brand, every venue, and every occasion together in one place.

The brief went beyond functionality. Greene King’s ambition was to create an app that had everything a pub-goer needs, but also to create their own rewards programme – one that creates habit, emotional connection and a sense of belonging.

The Greene King app is the virtual front door to Greene King. Customers can search by occasion, brand or location, they can preview a venue and make bookings, and, when they arrive, they can order food and drinks from their table, to their table. The full pub visit, from the moment a customer decides where to go to the moment they order their last round, is managed in one place across over 1,500 pubs. 

The results speak for themselves. Greene King’s app customers consistently outspend till orders. An app customer is worth £9.20 more per year than a non-app customer – and that difference is not the result of a loyalty incentive or a promotional mechanic. It’s the result of having the opportunity to discover and add to an order in a way that’s built into the journey they’re already a part of, rather than being dependent on a team member’s suggestion at a busy bar. £6.5 million in transactions came through the app in the first six months.

The app was designed with pub team members in mind, not just the customers they serve. Before building the app, Greene King gathered feedback directly from the pub team members across the country to understand how the previous product affected their day-to-day work. The previous product created additional work for staff, who were left managing complaints when it did not perform as expected. The new app addresses that directly. Wait times are visible in the app, which means customers can manage their own expectations without needing to ask. Staff spend less time responding to questions and more time focused on the experience they are there to deliver. More than 30,000 pub team members now have a product that supports their work rather than adding to it.

The most recent additions go beyond functionality. In May 2026, a standalone sports product with 40,000 active users was integrated into the Greene King app, bringing live sport discovery and preferences into the same destination as food, drink and booking. In the first six days, 33,000 users registered a sport preference and 5,800 selected a favourite team. More significantly, the sport feature has already driven 261,000 loyalty opt-ins, showing that expanding the app’s proposition beyond food and drink is directly contributing to the growth of Greene King’s loyalty base.

A gamification layer has also been built into the app, designed to make the behaviours Greene King wants to encourage: visiting, scanning, spending. Each mechanic was designed with a specific goal in mind.

• Spin to Win creates a guaranteed reward at the moment of onboarding, giving new users an immediate reason to engage.
  
• Pub Match rewards the behaviours Greene King wants to reinforce by turning them into moments of play rather than transactions, with a turn on a built-in leaderboard game, with vouchers up to £50 available to win.
  
• Seasonal In-App Events add cultural relevance on top such as a World Cup sweepstake / Sticker Stacker offering up to eight free drinks, and a collect-and-redeem sticker mechanic, giving customers reasons to open the app between visits and building a regular engagement habit.

Since December 2025, these campaigns have generated 1.9 million impressions, 3,500 downloads and over 25,000 app opens.