Loungers is rolling out a new family‑focused loyalty mechanic across its Lounge estate this summer, as Little Loungers Summer Passports launch nationwide from 10th July, running until 7th September. Designed to add a sense of fun and adventure for younger guests, the free, limited‑edition passports have been created in collaboration with Cawston Press and supported by sustainable childrenswear brand Frugi.
Rather than collecting customer data, the initiative is built around simple, analogue engagement where children collect ten stickers across their visits, unlocking rewards at key milestones. At three stickers they receive a free milkshake or soft drink; at seven, a free dessert or a Little Loungers snack pot; and at ten, a free kids’ meal with dessert. Completed passports are entered into a national prize draw to win one of 20 pairs of Merlin attraction vouchers or 50 back‑to‑school goody bags filled with Frugi items.
Verity Vincent, Head of Marketing at Lounges, said: “Little Loungers Summer Passports are designed to encourage a sense of adventure and give kids something fun to work towards. It’s a playful, low‑tech loyalty mechanic that fits perfectly with the Lounge ethos of rewarding regular visits without asking families for anything in return.
“Cawston Press and Frugi are brilliant partners for this campaign because they share the same family-first, feel‑good approach which are values that align with what Lounges stands for.”
The campaign is co-funded by Cawston Press, ensuring passports remain free for families all summer. Additional Frugi backpacks and exclusive Little Loungers sew‑on patches will also be added to the prize pool.
The passports will be available in all Lounges nationwide from 10th July, while stocks last. Find out more through the Loungers website .
