Buffalo Grill achieves 47% repeat restaurant visits with a digital loyalty program powered by Brevo Wallet

Industry: Food service

Employees: 6,000+

Location: France

buffalo-grill.fr

About Buffalo Grill

Buffalo Grill is a French restaurant chain known for its grilled meats and Western-inspired dining experience. Since opening its first location in 1980, the brand has grown to over 350 restaurants across France. In 2024, it was voted France's Favorite Retailer in the Food Service category and generated €508 million in sales in 2023.

Results achieved with Brevo

500,000
New loyalty members in 6 months
47%
Repeat restaurant visits
+56
Additional visits/restaurant/month

Buffalo Grill wanted to drive repeat visits across its vast network of restaurants. With so many dining options available, staying top of mind was critical. A loyalty program offered a simple solution: give guests a reason to return and transform occasional visitors into regulars.

Using Brevo Wallet, Buffalo Grill launched the ‘Buffalo Pass’ — a fully digital loyalty program that made joining easy and redemption effortless. Customers were encouraged to sign up for the Buffalo Pass via email, SMS, and in-restaurant signage. With a quick QR scan and form submission, users could instantly add the pass to their Apple or Google Wallet—no app download required.

The pass unlocked progressive rewards: a welcome offer on the first three visits, and then additional perks every three visits. The frictionless experience, paired with clear value, led to massive adoption—500,000 signups in just six months!

"The aim with the wallet is above all to capture the customer's attention in our restaurants and create lasting relationships with them. Thanks to the Buffalo Pass, we can promote our loyalty program effectively, encourage customers to return to the restaurant and qualify our customer base. A great success!"
David Rudzki
CRM Project Manager, Buffalo Grill
The Buffalo Pass did more than bring guests back—it gave Buffalo Grill a direct line of communication and better visibility into their customer base.

By collecting basic information during sign-up, the team was able to:

- Build qualified contact lists
- Track loyalty status and behavior
- Personalize offers based on customer segments
- Manage and automate campaigns—all within Brevo

This made their marketing more relevant, more strategic, and ultimately more effective.
The digital wallet format allowed Buffalo Grill to go beyond passive loyalty. Through push notifications triggered by the Wallet app itself, they could re-engage users directly on their phones—prompting return visits with timely reminders and updated offers.

The results were clear: restaurants saw an average increase of 56 visits per location per month, translating to tens of thousands of additional visits across the network.