Restaurant Vouchers and Loyalty: Should You Award Points?

The figures and scenarios in this article are illustrative: adapt them to your margins and your own data. They are not EasyFid customer results. See how to measure your results.

Lunch rush arrives. A customer walks in, orders a €8 sandwich. At checkout, they pull out a Ticket Restaurant card. You scan it, the payment goes through. And then the question pops up: should I award loyalty points on this purchase? On the surface, it's just another payment method. But it's more nuanced. A customer paying with restaurant vouchers is usually doing so because their employer requires it. It's a forced payment method, not a choice. Does loyalty even factor in? Yes—and often more than you'd expect.

Here's how to handle this question practically and why the answer "yes, award points" is often the right call.

Is it legal to award points for restaurant voucher purchases?

Absolutely yes. Restaurant vouchers aren't gift cards; they're payment methods governed by French employment law. When a customer pays €8 with a Ticket Restaurant voucher, they're paying real money—funds provided by their employer. Nothing in the law prohibits applying your loyalty program to this payment. It's a valid payment, so it's a valid purchase, so the points are valid. The accounting is transparent: the transaction appears normally in your till.

If you had any doubt, check with your accountant. The answer will almost always be yes. Restaurant vouchers are standardized, traceable, and their accounting treatment has been established for years. No legal ambiguity here.

Why award points

The real argument is perceived loyalty. A customer who comes every lunch with restaurant vouchers is regular by necessity. They don't really have a choice: it's you or another shop nearby. But if they choose you, they value something about you. The sandwich is good, you're friendly, the line moves reasonably fast. If your loyalty program credits nothing for these voucher purchases, the customer feels overlooked. It's not conscious, but it's there.

Conversely, if you award points on every visit, the customer feels recognized. Their routine becomes intentional. They accumulate credits they can use on weekends for their family or something special. Suddenly, their loyalty "counts." This customer who seemed locked in can transform into an ambassador, bringing coworkers who already know their habits.

How to handle it simply

Don't create a separate rule. One point is one point. If you use "1 point per euro spent," apply it the same way for restaurant vouchers. An €8 purchase = 8 points, whether they pay by voucher or card. Zero exceptions, zero administrative complexity. Your cashiers won't ask questions if the rule is clear and uniform.

The one exception to consider: if you offer a sign-up bonus (say, 10 free points at enrollment). Should you give it to restaurant voucher customers too? Logical answer: yes. They're customers just like everyone else. Actually, restaurant voucher customers are often your most regular visitors. They deserve this welcome.

The perceived fairness question

Imagine customer A: comes at lunch, pays with restaurant vouchers, buys €8 every day. No points ever. Customer B: comes Saturday with their child, buys €25 by card, earns 25 points. You might think customer A is more loyal (20 visits per month). But they see customer B earning a reward and them getting nothing. Even if it's illogical (they already come every day), this perceived inequality can subtly frustrate them.

Awarding points to both flips the dynamic. Customer A feels valued. That might be enough to keep them from trying a competitor or a new restaurant that opens nearby. Perceived loyalty creates an emotional attachment.

Pitfalls to avoid

Don't skip crediting just because it's a "small" purchase. If you only award points on purchases over €10, you automatically exclude restaurant voucher customers who often spend €8 alone. That's a mistake. Award points on every purchase, no minimum.

Don't award differently by payment method. No "–10 % for restaurant vouchers but 1 point for others." That creates confusion and frustration. One clear pricing structure, all payment methods. Zero exceptions makes it transparent for your customers and staff.

Finally, don't overcomplicate your messaging. Just say: "Every purchase earns points, however you pay." Customers will understand and appreciate the simplicity. A sign at the till is enough.

Measuring impact on your customers

The real test is whether your program actually works for restaurant voucher customers. Segment your data: how many restaurant voucher customers enrolled a card after launch? That's your adoption rate. If it's under 30 %, there's a communication problem. Increase your signage, mention it in person more often.

Next, measure their usage rate. Do they scan regularly? If not, maybe your point structure isn't attractive enough. Example: increase the points or lower the reward threshold. Then watch whether these loyal customers spend more: do they buy a drink? A pastry? Every bit adds up over time.