What Tastecard does

Tastecard, operated by Taste Marketing Limited and part of the Elio Group, is a UK subscription-based dining and lifestyle discount club founded in 2005 and headquartered in Huddersfield. The company serves individual UK consumers and corporate employee benefits programs through a digital membership platform, providing access to 2-for-1 meals or 25% off the total bill at thousands of partner restaurants across England and Scotland, alongside ancillary discount categories including cinema tickets (25% off at 350+ venues), pizza delivery (50% off at Domino's, Pizza Hut Delivery, Papa Johns), coffee deals, and days out attractions. The underlying technology is a mobile-first digital membership platform available via iOS and Android apps and the tastecard.co.uk website, where members store their digital membership card, browse location-based offers, and redeem discounts in seconds. Average claimed member savings are £23 per meal, and the platform has accumulated a 4.3/5 Trustpilot rating across over 40,000 reviews.

Tastecard monetizes primarily through recurring individual membership subscriptions offered on monthly and annual billing cadences, with gift memberships as an additional consumer revenue stream. On the B2B side, Tastecard distributes memberships as an employee perk through corporate partnerships, notably with NatWest and Royal Bank of Scotland, generating a second go-to-market motion beyond self-serve app/web acquisition. The restaurant partnership base spans major UK chains (PizzaExpress, Zizzi, Prezzo, Burger King, Bella Italia, Ask Italian, Domino's, Papa Johns, Morrisons Cafe, Marston's, Beefeater, Brewers Fayre, Krispy Kreme, Las Iguanas, Cafe Rouge, Chiquito, Banana Tree, Carluccio's, Popeyes) as well as independent venues, forming a two-sided marketplace where restaurants gain customer footfall in exchange for offering discounted dining to members.

Name

Tastecard

Legal name

Taste Marketing Limited

Website

https://tastecard.co.uk

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

101–250 employees

Short description

Tastecard is a UK subscription dining club offering members 2-for-1 meals or 25% off at thousands of partner restaurants, plus cinema, pizza, coffee, and days out discounts, distributed via mobile app and corporate employee benefits partnerships with NatWest and RBS.

Ownership category

akta.pro rank

Product category

Restaurant Membership Club

NAICS

Special Food Services (7223), Food Services and Drinking Places (722)

SIC

Retail-Eating & Drinking Places (5810), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Premium/Upmarket Membership Clubs (CRAEADAG)

Keywords

• Restaurant discount membership
• Dining rewards club
• Meal savings subscription
• Cinema and pizza deals
• Employee benefits perks

Headquarters

HQ city

Huddersfield

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Marketing or Sales, Operations, Technology or R&D, Personnel, Infrastructure

Revenue model

1. Individual Membership Subscriptions: Monthly and annual subscription fees paid by individual consumers for access to restaurant discounts and deals. Members pay to access 2-for-1 meals and 25% off at partner restaurants.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Tastecard is a UK subscription-based dining discount membership club that gives members access to 2-for-1 meals or 25% off the total bill at thousands of partner restaurants, alongside additional discounts on cinema tickets, pizza delivery, coffee, and days out attractions. The membership is delivered through a mobile app and website on monthly or annual subscription terms, with a parallel corporate/employee benefits distribution channel through employer and banking partnerships.

Product overview

Tastecard operates as a single unified restaurant membership product platform, consisting of the core Tastecard subscription service and its companion mobile application. The membership provides 2-for-1 meals or 25% off at thousands of UK restaurants, with additional discount categories including coffee shops, cinema tickets, pizza delivery, and days out. The platform is available through monthly or annual subscriptions, and also offers corporate employee benefits packages through enterprise partnerships. All membership features and digital card access are centralized within the mobile app.

Differentiator

Problem solved

Functional benefit

Products and services

• Tastecard Restaurant Membership A subscription-based dining discount membership giving UK consumers access to 2-for-1 meals or 25% off the total bill at thousands of partner restaurants, with claimed average savings of £23 per meal. Members choose between monthly or annual subscription plans and additionally receive discounts on cinema tickets, pizza delivery, coffee, and days out attractions.
• Tastecard Mobile App A standalone mobile application on iOS and Android that stores the digital membership card, enables restaurant offer browsing and location-based search, supports in-seconds redemption at partner venues, and tracks member savings.
• Tastecard Gift Membership A gift-purchase channel that lets buyers buy Tastecard memberships as gifts for recipients, with redemption via the standard Tastecard mobile app and website experience.
• Tastecard Corporate Employee Benefits An enterprise offering that allows UK employers, HR departments, and banking partners to provide Tastecard memberships as staff perks and employee benefits, sold via corporate enquiry rather than self-serve consumer checkout.

Quantifiable outcome

• Members save an average of £23 per meal
• +2 more outcomes

Named customers9 records

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Three partnerships are on record, tiered core.

• NatWestcoreGTM or Marketing PartnerCorporate partnership offering tastecard membership as an employee benefit to NatWest staff. Tastecard is listed under corporate enquiries for employee benefits.
• Royal Bank of ScotlandcoreGTM or Marketing PartnerCorporate partnership offering tastecard membership as an employee benefit to RBS staff. Similar to NatWest partnership, tastecard is offered as part of employee benefits program.
• Elio GroupcoreOthersParent company owning Tastecard. The Elio Group website is referenced for corporate enquiries including customer loyalty programs, employee benefits, and restaurant partnerships.

Scale indicators4 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• VoucherCodes (RetailMeNot): UK's largest voucher code and discount site, offering restaurant and retail deals to a consumer audience through a free model. Directly comparable to Tastecard in helping UK consumers save on dining out via aggregated partner offers.
• Quidco: UK cashback and membership rewards platform paying users back for purchases at partner retailers and restaurants. Operates a similar two-sided consumer–merchant value proposition around dining and discretionary spend.
• TopCashback: Largest UK cashback site with restaurant and takeaway partners, monetising member activity through affiliate commissions. Comparable membership-style savings mechanic for UK consumers.
• Wowcher: UK daily-deals platform featuring heavily discounted dining, days-out and leisure offers. Competes for the same consumer occasion (discounted dining out) with a deals-of-the-day format.
• Groupon: Global local-deals marketplace with a substantial UK restaurant and experiences vertical. Closely comparable on two-sided marketplace mechanics and dining discount inventory.
• MyVoucherCodes: UK voucher codes site focused on dining and retail discounts. Closely comparable in target audience (deal-seeking UK diners) and offer type (restaurant voucher codes).
• Blue Light Card: UK paid membership discount card for NHS, emergency services and armed forces, providing discounts across restaurants, days out and high-street retailers. Same core mechanic of paid membership unlocking multi-merchant discounts.
• TOTUM: UK student discount membership card (formerly NUS Extra) offering restaurant, cinema and retail discounts to a defined member segment. Closely comparable membership-discount model with multi-category coverage.

Emerging players

• TheFork (Tripadvisor): Restaurant booking platform with loyalty/rewards programmes and promotional discounts at UK restaurants. Adjacent rather than identical — booking-led rather than subscription-led — but overlaps on restaurant-discovery and discounted dining.
• OpenTable: Restaurant reservation platform with rewards points redeemable for dining discounts. Overlaps with Tastecard on the diner side of the restaurant value chain but monetises primarily through reservations rather than consumer subscriptions.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/tastecard
• Instagraminstagram.com/tastecard
• TikToktiktok.com/@tastecard?lang=en
• Xx.com/tastecard
• LinkedInlinkedin.com/company/thediningclubgroup

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Tastecard