The Reward Club aims to encourage more frequent visits to the restaurants and form a “personalised communication platform” with guests.
The loyalty card will enable customers to claim five points for every £1 they spend on food and drink. Once 500 points have been accumulated, they can be exchanged online for vouchers to be redeemed in the restaurants.
The cards are available at all Beefeater Grill sites and can be activated over the phone or online. Points promotions will be run throughout the year to help customers build up their points more quickly and they can keep track via The Reward Club website as well as receiving a monthly e-statement.
Amanda Barnett, marketing manager for Beefeater Grill, said: “We are really excited for the launch of The Reward Club card at Beefeater Grill which we see as a really innovative concept for the eating out industry.
"As well as offering our customers vouchers which they can redeem in our restaurants we will also be giving them exclusive, personal offers which they can claim throughout the year including on their birthday.”