The new loyalty program? Storytelling.

The old-school loyalty program? Buy 9, get your 10th coffee free. The new-school loyalty program? Make someone feel something.

Because in 2025, loyalty isn’t just about the transaction — it’s emotional. It’s about belonging. And for food brands, it’s built less through points and punch cards, and more through the story you tell (and how well people see themselves in it).

Let’s dig into why storytelling = brand glue — and how you can start using it.

1. Good Stories Stick (Just Like Good Customers)

Humans are wired for narrative. Our brains literally light up when we hear a story — especially one we relate to.

When your brand story is clear, emotional and authentic, it helps customers understand who you are and why you exist. More importantly, it helps them decide if you’re someone they want to root for.

That might sound like:

→ “We started slinging toasties out of a food truck in lockdown.”

→ “Our Nonna’s recipes deserved a permanent home.”

→ “We were sick of boring acai bowls, so we did something about it.”

Whatever the truth is — tell it. It’s the first step in turning passers-by into people who care.

2. You’re Not the Hero — They Are

A lot of brands think storytelling means just talking about themselves. But the best stories? They make your customer the main character.

So instead of: “We serve the best cocktails in town.”

Try: “You’ve had a week. We’ve got the spicy marg to fix it.”

Or instead of: “We’re proudly plant-based.”

Try: “For the vegans, the vego-curious and the ‘I just want a good feed’ types.”

The goal is to tell a story that makes your customer feel like they belong in it. That’s what keeps them coming back.

3. Show, Don’t Just Tell

Great storytelling isn’t confined to your About page. It’s in everything:

• The tone of voice on your menus

• The vibe of your Instagram captions

• The way your packaging looks and feels

• The behind-the-scenes reel you post on a Tuesday morning

  
  

You don’t have to write a novel. You just need to make your brand feel like a living, breathing personality — one your audience wants to hang out with.

4. Consistency = Credibility

Storytelling is what makes people fall in love with your brand. Consistency is what keeps the love alive.

That means your story — and how it’s told — should feel cohesive across every touchpoint. From the tone of your signage to the style of your TikToks, your brand personality should feel recognisable. That’s how you build trust. And trust builds loyalty.

(Need help nailing that consistency? That’s our jam.)

Loyalty is Emotional, Not Just Transactional

If people feel like your brand gets them — if they connect with your story, feel at home in your world, and trust what you stand for — they’ll be loyal long after the free coffee runs out.

That’s the kind of loyalty you can’t buy. But you can build it.

Want help shaping your story?

Let’s talk →

We’ll help you tell it right — and make it stick.