A major brand is using OpenTable partnerships to reward non-customers and build goodwill. Here's why this model works for any business selling lifestyle, not just widgets.
Heineken is running a pilot program through OpenTable that rewards designated drivers with rideshare vouchers and gift cards. The move reflects two trends: the growing nonalcoholic beer category and a shift in how brands build loyalty by rewarding behavior beyond direct product purchase.
The designated driver is the safest person to market to in a group outing. They're sober, they're making decisions, and they often influence what the whole group orders. By rewarding them, Heineken creates positive brand association and loyalty with someone who will shape future purchasing.
This is not a fluke tactic. It's a loyalty model: identify the gatekeeper or influencer in your customer's world, reward them for showing up, and watch referrals and repeat purchases follow.
OpenTable is a restaurant reservation and discovery platform used by millions planning meals and social occasions. Partnering there puts Heineken's rewards in front of users at the exact moment they're thinking about dining and drinks. It's precision targeting without feeling like an ad.
You don't have to sell alcohol or partner with OpenTable to use this model. The logic is universal: loyalty is not just about repeat purchases. It's about rewarding the behavior and the person that drives your sales.
Ask yourself: Who is the decision-maker or influencer in my customer's world? For a contractor, it might be the homeowner's spouse or a commercial client's facilities manager. For an ecommerce brand, it might be the person who recommends you to friends. For a local restaurant, it's the event planner or group organizer.
Once you identify that person, design a reward that matters to them. It doesn't have to be discounts. It can be exclusive access, referral bonuses, or experiences that make them feel valued. Then place that reward where they already shop or plan.
The nonalcoholic beer category is growing, which means Heineken needs to build trial and affinity beyond traditional drinkers. Rewarding the designated driver is smart positioning: it says 'we're part of your safe night out,' not just 'we're a beer brand.' This emotional connection drives loyalty in crowded categories.
For your business, the lesson is the same. Loyalty is built when you solve a real problem or align with a real value your customer holds. Heineken picked safety. You need to pick something equally authentic to your brand and your customer's life.
The designated driver controls group outings and influences what others buy. By rewarding them, Heineken builds loyalty with the decision-maker and creates positive brand association with safety, making the brand top-of-mind when that group orders drinks at a restaurant or bar.
OpenTable connects restaurants and diners; partnering there lets Heineken place rewards in front of users who are already planning meals and social occasions, the exact moment when drink orders are decided.
The principle works for any business: identify who influences or gatekeeps purchases in your customer's decision chain (a parent, manager, event planner), then reward that person to drive loyalty and word-of-mouth referrals.
Heineken uses it because the nonalcoholic category is growing and the designated driver is a natural fit for that positioning, but the reward-the-influencer model works for any category where one person influences group purchasing.