Since it opened it’s doors in 1917, The Ivy, in Covent Garden, has become somewhat of a London institution.
Back then, it was a modest Italian café without an alcohol license – but it’s become synonymous with celebrities sipping champagne, and ladies who lunch.
It now has spin off branches across the UK at a more affordable price point, but you’ll still see paparazzi camped outside The Ivy, hoping for an A-list sighting. In the early 90s, it was said to be a firm favourite of then ‘It couple’ Tom Cruise and Nicole Kidman.
And now, in a surprising move from the brand, The Ivy has launched a money saving loyalty app.
The app, which launched last week, allows users to collect points each time they dine, which can then be used to pay towards their next bill.
There are two tiers: green and gold. Green benefits include earning 5p for £1 you spend, to be used on future payments. You also get a birthing treat – for the week leading up to and after your big day, you can earn double points on one reservation. You also get a ‘sweet surprise’ on one reservation too.
Meanwhile, gold benefits include all the above, plus a few extras. Each year, you’ll receive one pass for you a guest to the Ivy Club, the exclusive private members club above the Covent Garden restaurant.
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You’ll also apparently be ‘treated like the VIP’ with a priority reservations service.
The restaurant joined forces with none other than Rod Stewart to launch the app, who said: ‘I’ve got the Ivy app, and I think it’s sexy!’
He’s also released a line of curated cocktails, using his own whisky brand.
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