Hospitality marketing firm The Restaurant Ingredient has launched a new loyalty card scheme to help restaurants and pubs attract diners during quiet periods.
The Treat Card, which costs £75 a year, entitles holders to a range of different offers at restaurants, bars and gastropubs nationwide.
It is free for restaurants to join but requires them to offer cardholders specials such as two for the price of one on meals or discounts on set menus.
Restaurants which have already joined the scheme include the Michelin-starred Benares as well as environmentally friendly restaurant Acorn House in London.
The Trading House restaurant, Nipa and Island at and The Royal Lancaster hotel's Nipa and Island restaurants, also in the capital, are also participating.
Treat director Guy Holmes said: "All restaurants have spare capacity on most days of the week. By accepting the Treat Card, they can fill that space and make more money."
Richard Harden, co-author of Harden's Guides, which publishes a new London edition next month, said: "Is it something new? No, it's part of a whole range of promotional opportunities out there and the business model is already in use with the likes of Hi Life. But if you are a business that experiences quiet times you'd be an idiot not to be considering making use of one of these schemes."
By Kerstin Kühn