Hall Pass Loyalty App
Intro
Market Halls sought to develop a loyalty app to increase visit frequency, deepen understanding of customer spending behaviour, and grow average transaction value. The platform needed to function as a standalone brand, capable of serving not just Market Halls but an expanding portfolio of acquired regional sites, each operating under its own name and identity. The Market Halls' acquisition strategy is all about preserving the local character of each site, ensuring that regional food halls retain their community feel and audience rather than feeling absorbed into a larger corporate entity. The result was ‘Hall Pass’ - a cheeky, confident loyalty brand with enough distinctiveness to stand alone and enough flexibility to stretch across every site in the portfolio.
Product Design
Brand Strategy
User Flows
User Interviews
User Experience
Branding
Website Design
Creative Direction
3 MONTH STATS:
2,500+ Users
Average Transaction Value (ATV) went from £10 to £15
3.1 Visits per Active User
3900+ Stamps Collected vs 300 Rewards Given (shows stamp cards are being filled)
Year
/
2026
Client
/
Hall Pass Loyalty App
We partnered with Pepper, the technology platform powering the app, whose experience across multiple loyalty programmes provided valuable perspective on effective product architecture, feature sequencing, and the behaviours that drive sustained engagement. This was supplemented by competitor analysis across the loyalty landscape to identify established best practices and opportunities for brand differentiation. Several insights proved particularly significant. Customers consistently responded to simplicity - an effortless earning mechanic and a clear, tangible sense of reward value were prerequisites for engagement.
The core loyalty mechanic was structured around two behaviours: earning points on every kitchen or bar transaction, and collecting stamps at preferred kitchens to unlock rewards. Checking in at a food hall would surface available rewards and active stamp cards.
We defined user flows for all primary features: point earning, stamp collection, and reward redemption. And developed interactive prototypes to validate the core user journeys. Usability testing with Market Halls customers allowed us to identify friction within earning and redemption flows, and to refine the clarity of the loyalty mechanics. A particular design consideration was the check-in experience, surfacing the visual identity of each individual venue at the point of check-in, so customers felt a connection to the local brand while remaining clearly within the Hall Pass ecosystem.
Following launch, we monitored user behaviour closely and gathered customer feedback systematically to identify opportunities for improvement. Early initiatives included double-points notifications during off-peak trading periods, using the platform as a tool to drive footfall at quieter times. We also deepened the member exclusivity of the app by routing key promotions - including happy hour deals and post-match drinks offers, entirely through the platform, giving members access to deals unavailable elsewhere and encouraging the habitual usage that turns a download into a genuine loyalty relationship.
I also led the design of the Hall Pass launch campaign, developing the creative across digital and in-venue touchpoints to build brand awareness, generate excitement around the proposition, and drive the first wave of app downloads across Market Halls sites.
Our next priorities include further developing the Hall Pass brand identity (which due to tight deadlines isn’t where we want it) building out a visual language that fully realises the character of the brand. And rolling out the platform to Shelter Hall, Market Halls' Brighton site. Upcoming functionality will introduce order-to-table service integration and more personalised offers tied to specific products and targeted point multipliers.
