Varsity loyalty card sales rocket

November 6, 2007: The student-focused Varsity brand has announced a 30% year-on-year increase in loyalty card sales and a 25% increase in food sales since its launch in September, according to owner Barracuda.

The Varsity brand was established in 2000, since when Barracuda has doubled the estate from 19 outlets to more than 39, with more planned for next year.

Myles Doran, head of marketing for Barracuda, said: "We are delighted with this growth as it further demonstrates Varsity's position at the top of the important student market. Every year the VCard and customer offer gets bigger and better.

"This year we've introduced more online offers, more tactics to engage with customers, free Wi-Fi internet access and improved the interiors within bars. This increase is a testament to the success of the Varsity brand operating within the niche student market."

The 2007/08 Varsity Bar Guide was launched as modern, sophisticated and classy — an aspirational yet accessible brand — and teamed up with popular online brand partners that appeal to both students and non-students alike. Retail partners through www.varsitybars.com include: Toni and Guy Essensuals, Dominos, Figleaves, STA travel, Firebox, VCard Cashback, Fitness First, Play.com, National Express and 7 Digital.

Varsity customers can take advantage of the VCard loyalty scheme with a £2 VCard purchased over the bar, which offers 25% off the price of selected drinks and many discounts, as well as online offers from the high street retail partners.