Loyalinks, powered by Resal, hosted its fourth meet-up under the theme “Brew Loyalty ’25 – Beyond the Cup” at White Space, Randa Tower in Jeddah. The gathering brought together business leaders, café owners, and industry experts to discuss how customer loyalty is changing in a fast-moving, digital-first world.
At the heart of Brew Loyalty ’25 was a simple but important question: how can brands move beyond discounts and reward points to build trust, strengthen relationships, and create real long-term value for their customers?
Opening the Conversation
The evening began with remarks from Hanan Zugail, Head of Marketing Communications at Resal, who welcomed participants and stressed the importance of redefining loyalty in the era of digital transformation. She noted that loyalty today is less about transactional perks and more about how brands create consistent and meaningful experiences.
Her comments set the tone for Brew Loyalty ’25, which was designed not only as a platform to share knowledge, but also as a space to exchange practical ideas on how loyalty can evolve in the coffee sector and beyond.
Professional Communities and Loyalty
One of the main sessions came from Sultan Basrawi, Board Member of the Restaurant and Café Owners Association. His talk, “Professional Communities: The Framework for Loyalty and Sustainable Relationships,” focused on how communities, whether online networks or industry groups, play a vital role in connecting brands and customers.
By investing in communities, Basrawi argued, businesses can nurture stronger customer relationships and create loyalty strategies that last beyond short-term promotions. This emphasis on community fit closely with the broader themes of Brew Loyalty ’25.
A Success Story from Bonny Café
The program also featured a “Success Story” segment, led by Naif Al-Harazi, CEO of Bonny Café. He explained how his brand built a loyal customer base by focusing on two core principles: trust and added value.
Al-Harazi showed that when customers feel that a brand consistently delivers quality and care, loyalty follows naturally. His case study offered attendees of Brew Loyalty ’25 a clear, real-world example of how loyalty can be built without relying heavily on discounts.
Panel: Loyalty in the Digital Age
The evening continued with a panel discussion under the theme “Customer Loyalty in the Digital Age: A Blend of Technology, Experience, and Trust.”
The panel featured Emad Saeed (PR Manager, Esso Café), Ali Habeeb (Sales Manager, Hemi Roastery), Naif Al-Harazi (CEO, Bonny Café), and Faisal Parkar (Director of IT, Tim Hortons International). Together, they discussed how technology is reshaping the loyalty landscape, from personalized digital programs to mobile-first customer engagement.
For participants at Brew Loyalty ’25, the discussion reinforced that loyalty is now about combining data-driven tools with human-centered experiences to create stronger connections between brands and their customers.
Resal Showcases New Solutions
Adding to the discussions, Resal presented its latest merchant solutions in a session led by Hussain Jamal, Sales Manager at Resal. The presentation demonstrated how businesses can design loyalty programs that go beyond traditional formats and deliver more relevant, impactful results.
Resal’s solutions offered a practical look at how technology can support the goals highlighted throughout Brew Loyalty ’25, making it easier for brands to personalize experiences and keep customers engaged.
Closing and Acknowledgments
The event concluded with closing remarks from Hanan Zugail, who thanked the speakers, panelists, and partners for their contributions. The evening ended with recognition of participants and acknowledgment of the organizations that helped make Brew Loyalty ’25 possible.
Partners included White Space as Guest Experience Partner, Destination Magazine as Media Partner, and the Restaurant and Café Owners Association as a Collaborating Partner.
Beyond the Cup
Brew Loyalty ’25 highlighted that customer loyalty is no longer just about points and discounts. It is about trust, consistency, and building meaningful connections through creativity, technology, and community.
As Saudi Arabia’s coffee industry continues to expand, the insights shared at Brew Loyalty ’25 provide a roadmap for how cafés and brands can adapt their loyalty strategies to meet modern expectations, ensuring that loyalty lasts well beyond the cup.
Exploring Saudi?
If you’re on the search for something new to do in Jeddah, look no further. A part of the Jeddah Calendar events, the city will be hosting a chess tournament.
