The Objective
- The goal of this article is to help Malaysian and Johor F&B groups understand what a modern, brand-owned membership system can achieve - beyond simple card stamping or discount-based loyalty.
Herbaline
How Herbaline’s Multi-Brand F&B Group Built a Unified Membership Engine with Advocado:
A Modern Loyalty Case Study for Malaysia’s Growing Dining Ecosystem
How Did a Multi-Brand F&B Group Strengthen Loyalty Across 5 Concepts and 18 Outlets?
Herbaline Wellness Group
The organisation behind Mama Kim, DaiJin Dining, Le G, Shiang Hai, and Spoon & Spark – operates one of Malaysia’s most diverse F&B portfolios. Across 18 outlets, each brand carries its own identity, cuisine format, customer journey, and brand expectations.
Yet despite this diversity, the group managed to create one unified membership that works across all concepts, drives repeat dining, boosts engagement, and supports strong customer relationships.
At a Glance
- This case study examines how Herbaline modernised its loyalty ecosystem with Advocado:
- Consolidating fragmented data
- Resolving operational pain points
- Unifying 5 brands under one membership engine
- Simplifying re-engagement
- Improving voucher and points participation
- And gaining clearer behavioural insights across the entire group
What Pain Points Did Herbaline Face Before Switching to Advocado?
1. Customers Could Not Recover Accounts
Members who changed phone numbers or forgot passwords were forced to create new accounts, losing their points and history.
2. Membership Was Shared with Other Merchants
Herbaline’s effort to acquire members benefited other F&B merchants: Its members had immediate access to other F&B merchants’ membership rewards, benefits and perks.
This defeated the business’ objective: stickiness and retention.
3. No Built-In Re-Engagement Tools
No automation for reminders, birthday flows, voucher triggers, nudges, etc.
4. Reporting Was Too Basic
No insight into voucher performance, spending behaviour, return cycles, or brand movement.
5. No Strategic Advisor
The CRM was a technology tool, not a solution and advisory partner.
How Did Herbaline Implement a Unified Membership Strategy with Advocado?
- One Member Identity Across 18 Outlets
- A single customer profile that works across Mama Kim, DaiJin, Le G, Shiang Hai, and Spoon & Spark.
- Integrated with Zeoniq POS
- Instant points issuance, accurate reporting, seamless operations.
- Simple 1-Tier Membership
- Frictionless growth with one unified tier.
- Unified Voucher & Rewards Framework
- Each brand maintains unique perks — birthday sets, experiential perks, welcome gifts, weekly specials.
What can F&B Groups learn from Herbaline’s F&B Group?
- 1. Loyalty now goes beyond discounts; it is an experience.
- 2. Loyalty is a growth engine, not a tool
-
- Relevant, attention-grabbing engagement messages do drive consistent returns.
- Birthday and experiential vouchers drive strong behaviours - 3. Customer data ownership is a critical revenue-driver is a competitive moat
- - Members, compared to non-members, have higher average spend per bill. This, in turn, translates to bigger customer lifetime value.
- 4. Insights must be actionable, not just exported
- 5. Behaviour-driven rewards outperform blanket discounts
What were the results after switching over to Advocado CRM?
1. Acquired 2x,xxx new members in a year.
The frictionless, intuitive sign-up process made it easy for Herbaline Group to sign additional 2x,xxx new members (+25% increase) in a year, on top of its high 5-figures members.
2. 4X more returns and revenue from birthday rewards
Two simple, and extremely effective, strategies skyrocketed returns and revenue from birthday rewards:
- An easily-accessible membership web portal. A simple search on Google “Herbaline membership” will lead members back to their membership page.
- Enticing birthday messages at the beginning of the month.
3. Members were spending, on average 20% more, than non-members.
Two key factors may have positively uplifted members’ higher spending power:
- They usually eat in bigger groups of 3-4 pax per table.
- They tend to order more dishes.
4. Around forty (40%) of members are actively returning to Herbaline’s F&B brands.
Under one single unified membership, members enjoy its benefits and perks across any one of Herbaline’s brands and outlets. This unified experience has worked in their favour, and the high active members’ rate of 40% is a testimony of its effectiveness.
Conclusion.
Herbaline transformed its multi-brand dining ecosystem into a unified loyalty engine with Advocado — gaining data ownership, cleaner engagement, stronger behaviour, and long-term scalability. For Malaysian F&B groups, Herbaline’s success demonstrates that modern loyalty is not about the technology alone — it’s about strategy, identity, and behavioural design.
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