Restaurant groups
Loyalty, POS and delivery that work together instead of each doing their own thing.
MoreTurn first-time customers into regulars.
The first sale is the easy bit. I work on what happens after it: the loyalty, data, ordering and membership that decide whether a customer comes back, built so they work together and your team actually uses them.
At Bluestone Lane, we acquired over 1.5M customers (locals) and ran over half of all orders through efficient digital channels, so more customers got served faster and we knew who they were.
Experience includes Bluestone Lane, Lion Co. and Hail The Maison.
What I have actually done
Customer strategy and its tech stack
At Bluestone Lane I led customer focused strategy, and the tech stack choices that supported it. Moving the group onto a new POS was one example. Here is where these projects usually go wrong: someone treats it as a till swap. It never is. The POS sits underneath loyalty, online ordering and reporting, so if you change it without mapping what connects to what, you find out on opening day, in front of customers. I draw that map first, and then we move.
Connecting brand partners for loyalty and retention
In the US, members of a fitness membership platform can redeem their credits at Bluestone Lane, which brought in more customers. Connecting brand partners in this way creates loyalty and retention value. Our own loyalty program, Local Legends Club, mattered, but so did how we could leverage everyone else's. A cafe is not a club, but it is a community. We create programs that create value where our customers want it.
Stop losing sales to spreadsheets
Hail The Maison was taking requests for specific products by email and direct message, and tracking them in spreadsheets. You can guess how that ends: sales slip through the gaps. We replaced it with one request form feeding a tracked backend, so customers can see where their request stands.
What I do
Six areas I know well enough to tell you where the traps are.
Loyalty and retention
Designing, fixing or relaunching a program people understand and actually use. Most fail because the rules are too clever, not because the idea was wrong.
POS and data
Working out what connects to what before anything changes, so the move is boring on the day. Boring is the goal.
Delivery
What the third party apps really cost you per order, and how to win more of those customers direct.
Customer view and journeys
One record per customer, then emails and texts that respond to what people do rather than what you scheduled.
Membership retention
The renewal journey, the member experience and the partner perks that add value across memberships.
Operations
How orders, prep, stock and the POS talk to each other, and where payment friction quietly costs you sales.
How it works
01
Introductory health check
A conversation about your loyalty, data, ordering or membership setup, so we agree where to focus first.
02
Plan
A plain English view of what to fix first and what can wait.
03
Do it with your team
I work alongside your people and vendors, with the training and change management that make the new way stick. A system nobody uses is a failed project, however good the demo.
An introductory conversation about your customer experience and operations, and an honest view of what to fix first. Here are the areas we can focus on.
We talk through your loyalty, data, ordering or membership setup and agree where to focus first.
Start with an introductory health check
Restaurant groups: loyalty and retention, POS and data, third party delivery.
Sport and membership: renewal journey, member experience, customer data.
Retail and omnichannel: single customer view, email and SMS journeys, ecommerce.
LF
Liam Farrow
Customers sit at the centre of everything I do, and my job is to make their life easier.
I'm based in Sydney and work across Australia and the US. I led digital at Bluestone Lane and was ecommerce and D2C lead at Lion Co.
I have lived the growth, so I know where it breaks, and I would rather tell you now than after launch. I believe in collaborating with the team and starting by understanding what they have already done. I work alongside your team, part time or per project, and stay accountable for the result.
Where AI saves your people time I use it quietly in the background. It is a tool, not the pitch.
Curious what I have actually worked with? See the tools and platforms.
Let's work out what to fix first.
Tell me what is happening in your business. I will tell you straight where I think the biggest win is, and whether I am the right person to help.
Book a 30 minute intro