Adam Purslow. Founder of TheLoyaltyCo, formerly CTO of Individual Restaurants.
Twenty‑three years turning guests into regulars.
I build the loyalty programmes, guest apps and reporting behind restaurant, bar and hotel groups in the UK and the Gulf, and I advise the people who run them.
2M
members of Club Individual, the programme I created at Individual Restaurants
150+
projects delivered for 130 hospitality clients
40+
specialists at TheLoyaltyCo across four studios
5
industry awards, in the UK and the UAE
Operator first, technologist second.
I spent eighteen years inside Individual Restaurants, a group that grew from six sites to forty‑five while I was there. I started in operations, moved into IT, and finished as Chief Technology Officer. Along the way I created Club Individual, a loyalty programme that reached nearly two million members at a time when almost nobody in restaurants had one.
That experience became TheLoyaltyCo: a studio of forty‑plus specialists in Manchester, London, Dubai and Berlin that designs, builds and runs loyalty programmes, guest apps and reporting for groups such as Dakota Hotels, San Carlo, Gino D’Acampo, O Beach, AlphaMind and Solutions Leisure.
Outside the studio I advise multi‑site operators across the UK, UAE and Europe, mentor founders as an accredited business mentor, and sit as a trustee of The Eden Dora Trust for children with encephalitis.
How I got here
Twenty‑three years, four chapters.
Chapter one
Individual Restaurants
Eighteen years at Piccolino, Gino D’Acampo and the wider group, from the floor to the boardroom. Built the systems behind forty‑five restaurants, a head office and a food company.
Chapter two
Club Individual
Designed and launched one of the first app‑led loyalty programmes in UK hospitality. Grew it over a decade to nearly two million members and a reporting layer the operators actually used.
Chapter three
TheLoyaltyCo
Founded the studio to do for other groups what Club Individual did for ours. Today it is forty‑plus people, four studios, 150‑plus projects and five industry awards.
Now
Advisory, mentoring and trusteeship
Consulting for operators across the UK, UAE and EU, mentoring founders, speaking on loyalty and data, and serving as a trustee of The Eden Dora Trust.
Where I can help
Four things I am asked about most, from operators in the UK, the UAE and Europe.
Loyalty strategy
Points, tiers, cashback, paid memberships. Choosing the mechanic that fits how your venues actually trade, then making the economics stack up.
Data and reporting
One view of POS, bookings and membership, built so finance, marketing and the floor team read the same numbers.
Enterprise hospitality systems
Architecture for multi‑site and multi‑country estates: POS, PMS, booking, payments and the integrations between them.
Mentoring and advisory
Board‑level technology advice for operators and founders, and one‑to‑one mentoring as an accredited business mentor.
On stage and on panels: loyalty, data and the future of guest experience, across the UK and the UAE.
Ventures and roles
Founder and CEO
TheLoyaltyCo
Loyalty programmes, guest apps and reporting for restaurant, bar and hotel groups. Manchester, London, Dubai, Berlin.
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Chief Technology Officer, eighteen years
Individual Restaurants
Eighteen years building the technology behind one of the UK's best‑known premium restaurant groups.
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Trustee
The Eden Dora Trust
A charity supporting children with encephalitis and their families. I first hosted its website, then joined the board.
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Recognised by
From people I have worked with
“Adam has a very smart management style that ensures he gets the very best out of people working for him and with him.”
Peter Lukes
Founder and Chairman, Wanstor
“He has the utmost knowledge on anything to do with technology and, in simple words, he is like a lifesaving support machine to all that have the privilege to work with him.”
Antonio Ricci
Operations Director, Amici Restaurants
“His commitment and drive to his work and the company have always been second to none. He is extremely well respected amongst all his senior colleagues.”
Chris Maycock
Regional Director, Bill’s
Let’s talk about your estate.
Whether it is a loyalty programme that needs rethinking, a technology stack that has outgrown itself, or a founder who wants a sounding board, a thirty‑minute conversation is usually enough to tell whether I can help.
Manchester and Dubai