The Coffee Club trials member pricing model in South Australia

Members will get access to different pricing points from the app and storefronts.

The Coffee Club has launched a loyalty trial in South Australia that scraps its points-based rewards system in favour of instant member pricing on food and drinks every visit.

The trial launched on 20 May across all six South Australian stores.

Customers can sign up for $3 and immediately access discounted pricing across a range of menu items, including coffees, hot drinks, the Club Big Breakfast, Eggs Benny, burgers, toasties, and sandwiches. Member prices are displayed alongside standard prices in store to make the value visible at the point of decision.

As part of the trial, both the existing Club App and the long-running VIP coffee offer have been paused and replaced with the new model. Existing members of both programs can sign up for free in the first year.

Chief Executive Richard Hinson said the shift comes as operators across the industry face pressure to raise prices.

"At a time when many hospitality venues are being encouraged to add additional fuel surcharges to offset rising operating costs, we are focused on finding ways to deliver greater value for customers," Hinson said.

General Manager of Marketing and Product Nikki Price said the model was shaped by years of customer research. "Member pricing removes the need to accrue points and wait for rewards — it delivers value instantly, every visit," she said.

Subject to the success of the trial, The Coffee Club said the program is expected to roll out across its national network of more than 200 locally owned and operated stores.

The move comes as operators across Australia's hospitality sector face pressure to add fuel surcharges to offset rising transport costs, a practice analysts warn could compress customer spending even when diners continue to visit