The Circle of Michiu: Complete Bonus & Multiplier System
System Architecture Overview Two Types of Earning Boosts:
1. Tier Multipliers = Applied to ALL spending automatically based on tier status
2. Behavioral Bonuses = Earned by specific actions (stack on top of tier multipliers)
Part 1: Tier Multipliers (Automatic) How Tier Multipliers Work Every euro you spend gets multiplied by your tier rate automatically.
| Tier | Base Rate | Multiplier | Effective Rate | Example (€100 spend) |
|---|---|---|---|---|
| Member | 10 per €1 | 1.0× | 10 Credits/SP per €1 | €100 → 1,000 Credits + 1,000 SP |
| Recognized | 11 per €1 | 1.1× (+10%) | 11 Credits/SP per €1 | €100 → 1,100 Credits + 1,100 SP |
| Honored | 12.5 per €1 | 1.25× (+25%) | 12.5 Credits/SP per €1 | €100 → 1,250 Credits + 1,250 SP |
Key Point: This happens on EVERY purchase, no action required beyond achieving the tier.
Part 2: Behavioral Bonuses (Active Engagement) Current Behavioral Bonus Structure These are percentage multipliers applied to your total bill or flat bonuses for specific actions.
| Bonus Type | Trigger | Credits Bonus | Status Points Bonus | Strategic Purpose |
|---|---|---|---|---|
| Weekday Visit | Mon-Thu lunch/dinner | +15% of bill | +15% of bill | Fill off-peak capacity |
| Premium Dish | Order dish €40+ | +20% of bill | +20% of bill | Drive high-margin items |
| Beverage Pairing | Order wine/sake pairing | +25% of bill | +25% of bill | Increase beverage attach rate |
| Sustainability | Choose plant-based menu | +25% of bill | +25% of bill | Align with brand values |
| Social Post | Instagram with #MichiuCircle | +25 flat | +25 flat | Organic marketing |
| Frequency Streak | 3 visits within 14 days | +100 flat | +100 flat | Drive repeat frequency |
Critical: These bonuses STACK with tier multipliers!
Part 3: How Stacking Works (Examples) Example 1: Member Tier - No Behavioral Bonuses Guest: Lisa (Member)Bill: €100Actions: Regular dinner, no special behaviors Calculation:
Base: €100 × 10 (Member rate) = 1,000 Credits + 1,000 SP Tier Multiplier: 1.0× (Member = no bonus) Behavioral Bonuses: None
TOTAL: 1,000 Credits + 1,000 SP
Effective Rate: 10 per €1Rebate Value: €8
Example 2: Member Tier - One Behavioral Bonus Guest: Lisa (Member)Bill: €100Actions: Orders Wagyu (premium dish €68) Calculation:
Base: €100 × 10 = 1,000 Credits + 1,000 SP Tier Multiplier: 1.0× (Member) Premium Dish Bonus: €100 × 20% = +200 Credits + 200 SP
TOTAL: 1,200 Credits + 1,200 SP
Effective Rate: 12 per €1Rebate Value: €9.60
Example 3: Member Tier - Multiple Behavioral Bonuses Stacking Guest: David (Member)Bill: €150Actions: ∙ Tuesday dinner (weekday) ∙ Orders Wagyu €68 (premium) ∙ Sake pairing €35 (beverage) ∙ Posts on Instagram Calculation:
Base: €150 × 10 = 1,500 Credits + 1,500 SP
Behavioral Bonuses: • Weekday: €150 × 15% = +225 Credits + 225 SP • Premium dish: €150 × 20% = +300 Credits + 300 SP • Beverage pairing: €150 × 25% = +375 Credits + 375 SP • Social post: +25 Credits + 25 SP (flat)
TOTAL: 2,425 Credits + 2,425 SP
Effective Rate: 16.17 per €1 (vs. base 10)Rebate Value: €19.40 (12.9% of bill)Multiplier Effect: 1.62× base rate
Example 4: Recognized Tier - Multiple Behavioral Bonuses Guest: Mr. Tanaka (Recognized)Bill: €180Actions: ∙ Wednesday lunch (weekday) ∙ Wagyu €68 (premium) ∙ Wine pairing €45 (beverage) ∙ Sustainable menu choice ∙ Posts Instagram Calculation:
Base: €180 × 11 (Recognized rate) = 1,980 Credits + 1,980 SP
Behavioral Bonuses: • Weekday: €180 × 15% = +270 Credits + 270 SP • Premium dish: €180 × 20% = +360 Credits + 360 SP • Beverage pairing: €180 × 25% = +450 Credits + 450 SP • Sustainability: €180 × 25% = +450 Credits + 450 SP • Social post: +25 Credits + 25 SP (flat)
TOTAL: 3,535 Credits + 3,535 SP
Effective Rate: 19.64 per €1 (vs. base 10)Rebate Value: €28.28 (15.7% of bill)Multiplier Effect: 1.96× base rateTier Advantage: Earned 356 more Credits than if Member tier
Example 5: Honored Tier - Maximum Activation Guest: Mrs. van der Berg (Honored)Bill: €220Actions: ∙ Monday dinner (weekday) ∙ Premium Omakase €135 (premium) ∙ Sake pairing €65 (beverage) ∙ Vegan adaptation (sustainability) ∙ Posts Instagram ∙ This is her 3rd visit in 12 days (streak bonus!) Calculation:
Base: €220 × 12.5 (Honored rate) = 2,750 Credits + 2,750 SP
Behavioral Bonuses: • Weekday: €220 × 15% = +330 Credits + 330 SP • Premium dish: €220 × 20% = +440 Credits + 440 SP • Beverage pairing: €220 × 25% = +550 Credits + 550 SP • Sustainability: €220 × 25% = +550 Credits + 550 SP • Social post: +25 Credits + 25 SP (flat) • Frequency streak: +100 Credits + 100 SP (flat)
TOTAL: 4,745 Credits + 4,745 SP
Effective Rate: 21.57 per €1 (vs. base 10)Rebate Value: €37.96 (17.3% of bill)Multiplier Effect: 2.16× base rateTier Advantage: Earned 745 more Credits than if Member tier
Part 4: Tier-by-Tier Breakdown MEMBER TIER (0-9,999 Credits) Automatic Benefits: ∙ Base earning: 10 Credits + 10 SP per €1 ∙ Birthday treat (automatic) ∙ Welcome bonus (500 Credits + 500 SP on enrollment) ∙ App dashboard access ∙ Digital member card Available Behavioral Bonuses: ✅ All 6 behavioral bonuses available (weekday, premium, beverage, sustainability, social, streak) Earning Potential: ∙ Minimum: 10 per €1 (no bonuses) ∙ Maximum: ~22 per €1 (all bonuses activated + streak) ∙ Typical: 12-15 per €1 (1-3 bonuses per visit) Path to Recognized: ∙ Need: 10,000 Credits + 1,000 Status Points ∙ Timeline: 6-12 months at €100-150/month ∙ Strategy: Activate 2-3 behavioral bonuses per visit to accelerate
RECOGNIZED TIER (10,000-49,999 Credits + 1,000 SP/year) Automatic Benefits: ∙ Base earning: 11 Credits + 11 SP per €1 (1.1× multiplier) ∙ Priority seating (book ahead, skip waitlist) ∙ Quarterly sake tasting invitations ∙ Gift Credits to friends/family ∙ Silver digital card Available Behavioral Bonuses: ✅ All 6 behavioral bonuses available ✅ All bonuses now apply to 11 per €1 base (not 10) Earning Potential: ∙ Minimum: 11 per €1 (no bonuses) ∙ Maximum: ~24 per €1 (all bonuses activated + streak) ∙ Typical: 14-17 per €1 (1-3 bonuses per visit) Example: ∙ €100 spend with weekday + premium bonuses: ∙ Base: 1,100 (vs. 1,000 as Member) ∙ Weekday: +165 (vs. +150 as Member) ∙ Premium: +220 (vs. +200 as Member) ∙ Total: 1,485 vs. 1,350 as Member = +135 Credits advantage Path to Honored: ∙ Need: 50,000 Credits + 3,000 Status Points ∙ Timeline: 12-24 months from Recognized ∙ Strategy: Engage premium dishes + beverage pairings consistently
HONORED TIER (50,000+ Credits + 3,000 SP/year) Automatic Benefits: ∙ Base earning: 12.5 Credits + 12.5 SP per €1 (1.25× multiplier) ∙ Golden Chopsticks (delivered to home) ∙ Name on Circle Wall (visible in restaurant) ∙ Chef’s table priority access ∙ Private dining room access (12+ people) ∙ Annual exclusive gift (€100+ value) ∙ Gold digital card ∙ Concierge-level service Available Behavioral Bonuses: ✅ All 6 behavioral bonuses available ✅ All bonuses now apply to 12.5 per €1 base Earning Potential: ∙ Minimum: 12.5 per €1 (no bonuses) ∙ Maximum: ~27 per €1 (all bonuses activated + streak) ∙ Typical: 16-20 per €1 (1-3 bonuses per visit) Example: ∙ €200 spend with weekday + premium + beverage bonuses: ∙ Base: 2,500 (vs. 2,000 as Member) ∙ Weekday: +375 (vs. +300 as Member) ∙ Premium: +500 (vs. +400 as Member) ∙ Beverage: +625 (vs. +500 as Member) ∙ Total: 4,000 vs. 3,200 as Member = +800 Credits advantage Sustained Value: ∙ Must maintain 3,000 SP annually or drop tier ∙ Tier protection: 12 months after achieving ∙ Strategy: 2-3 visits/month with behavioral bonuses = easy renewal
Part 5: SUGGESTED ADDITIONAL BONUSES Category A: Occasion-Based Bonuses
| Bonus Type | Trigger | Suggested Value | Strategic Purpose |
|---|---|---|---|
| Anniversary | Guest celebrates anniversary | +10% of bill | Capture celebratory spend |
| Birthday | Guest’s birthday month | +15% of bill | Currently just “treat” - make it bonus |
| First Visit Post-Absence | Return after 90+ day gap | +200 flat | Win-back incentive |
| Monthly Regular | 4+ visits in same month | +150 flat | Reward super-fans |
| Bring First-Timer | Guest brings someone new | +10% of both bills | Peer-to-peer acquisition |
Example Implementation:
Mr. Tanaka's Anniversary Dinner:
- Bill: €300
- Honored tier base: 3,750 Credits + SP
- Anniversary bonus (+10%): +300 Credits + 300 SP
- Premium dish (+20%): +600 Credits + 600 SP
- Beverage (+25%): +750 Credits + 750 SP TOTAL: 5,400 Credits + SP (18 per €1)
Category B: Group Dining Bonuses
| Bonus Type | Trigger | Suggested Value | Strategic Purpose |
|---|---|---|---|
| Party of 4+ | Group dining (4-7 people) | +10% of bill | Increase table size/revenue |
| Party of 8+ | Large group (8+ people) | +15% of bill | Fill private dining room |
| Business Dining | Weekday lunch, 3+ colleagues | +10% of bill | Capture corporate segment |
| Family Meal | Weekend, with children | +5% of bill | Build family loyalty |
Example Implementation:
Status Builder Group of 6:
- Bill: €480 (6 × €80 avg)
- Member tier base: 4,800 Credits + SP
- Party of 4+ bonus (+10%): +480 Credits + 480 SP
- Weekday bonus (+15%): +720 Credits + 720 SP
- Premium dishes ordered (+20%): +960 Credits + 960 SP TOTAL: 6,960 Credits + SP (14.5 per €1)
Category C: Time-Based Bonuses
| Bonus Type | Trigger | Suggested Value | Strategic Purpose |
|---|---|---|---|
| Early Bird | Seated before 18:00 | +10% of bill | Fill early slots |
| Late Night | Seated after 21:30 | +10% of bill | Extend service hours |
| Weekend Brunch | Sat/Sun 11:00-15:00 | +10% of bill | Launch brunch service |
| Slow Day Boost | Mon/Tue (dynamic) | +20% of bill | Fill slowest days |
Example Implementation:
Tuesday Early Bird Special:
- Bill: €120
- Seated: 17:45
- Recognized tier base: 1,320 Credits + SP
- Early bird (+10%): +120 Credits + 120 SP
- Weekday (+15%): +180 Credits + 180 SP
- Beverage (+25%): +300 Credits + 300 SP TOTAL: 1,920 Credits + SP (16 per €1)
Category D: Menu Discovery Bonuses
| Bonus Type | Trigger | Suggested Value | Strategic Purpose |
|---|---|---|---|
| New Dish Trial | Order dish from “New” menu | +15% on that item | Drive trial of new items |
| Chef’s Recommendation | Order daily special | +10% on that item | Move inventory strategically |
| Full Tasting Menu | Order 5+ course tasting | +30% of tasting menu | Upsell experiential dining |
| Sake Explorer | Try 3+ different sakes | +100 flat | Educate on sake program |
| Omakase Trust | Order “Chef’s Choice” | +25% of omakase | Reward trust, reduce labor |
Example Implementation:
Cultural Explorer - Menu Discovery:
- Bill: €185 (Omakase €135 + drinks €50)
- Member tier base: 1,850 Credits + SP
- Omakase trust bonus (+25% of €135): +337 Credits + 337 SP
- Beverage pairing (+25% of €185): +463 Credits + 463 SP
- New seasonal dish tried (+15% of €35): +52 Credits + 52 SP TOTAL: 2,702 Credits + SP (14.6 per €1)
Category E: Loyalty Milestones
| Bonus Type | Trigger | Suggested Value | Strategic Purpose |
|---|---|---|---|
| 5th Visit | Complete 5 lifetime visits | +500 flat | Early retention hook |
| 25th Visit | Complete 25 lifetime visits | +2,500 flat | Reward true loyalists |
| 50th Visit | Complete 50 lifetime visits | +10,000 flat | Ultimate loyalty recognition |
| 1-Year Anniversary | 1 year since first visit | +1,000 flat | Celebrate tenure |
| Tier Anniversary | 1 year in Recognized/Honored | +2,000 flat | Reward sustained engagement |
Example Implementation:
Mr. Tanaka's 25th Visit:
- Bill: €165
- Recognized tier base: 1,815 Credits + SP
- Behavioral bonuses: +800 Credits + 800 SP
- 25th Visit Milestone: +2,500 Credits + 2,500 SP TOTAL: 5,115 Credits + SP (31 per €1 effective!)
Category F: Referral & Advocacy Bonuses
| Bonus Type | Trigger | Suggested Value | Strategic Purpose |
|---|---|---|---|
| Direct Referral | Friend enrolls (current) | +1,000 flat + 150 SP | Already implemented ✅ |
| Group Enrollment | 3+ friends enroll same visit | +3,000 flat + 500 SP | Drive group sign-ups |
| Review Bonus | Leave Google/Yelp review | +200 flat | Build online reputation |
| Video Testimonial | Record 30-sec video | +1,000 flat | Premium content for marketing |
| Circle Ambassador | Refer 10+ lifetime friends | +10,000 flat | Reward super-advocates |
Example Implementation:
Status Builder Brings 4 Friends (3 enroll):
- Bill: €400 (group of 5)
- Recognized tier base: 4,400 Credits + SP
- Group enrollment bonus: +3,000 Credits + 500 SP
- Behavioral bonuses: +1,200 Credits + 1,200 SP TOTAL: 8,600 Credits + 5,100 SP
Category G: Brand Values Bonuses
| Bonus Type | Trigger | Suggested Value | Strategic Purpose |
|---|---|---|---|
| Sustainability | Plant-based menu (current) | +25% of bill | Already implemented ✅ |
| Zero Waste | Finish all dishes (clean plates) | +50 flat | Reduce food waste |
| Local First | Order all-local ingredient menu | +15% of bill | Support local suppliers |
| Bring Own Container | Doggy bag in own container | +25 flat | Sustainability + reduce waste |
| Bike/Walk/Transit | Arrive without car | +50 flat | Environmental alignment |
Category H: Payment & Spending Bonuses
| Bonus Type | Trigger | Suggested Value | Strategic Purpose |
|---|---|---|---|
| High Check | Single bill €200+ | +5% of amount over €200 | Reward big spenders |
| Prepay Dining Card | Buy €500 prepaid card | +10% bonus Credits | Cash flow + commitment |
| Split Check Bonus | Each person pays separately | +25 flat per person | Encourage individual tracking |
| Tip Generously | Tip 15%+ | +100 flat | Reward staff appreciation |
Example Implementation:
Honored Guest - High Check Bonus:
- Bill: €350
- Honored tier base: 4,375 Credits + SP
- High check bonus (5% of €150 over €200): +188 Credits + 188 SP
- Other behavioral bonuses: +1,400 Credits + 1,400 SP TOTAL: 5,963 Credits + 5,963 SP (17 per €1)
Category I: Gamification & Fun Bonuses
| Bonus Type | Trigger | Suggested Value | Strategic Purpose |
|---|---|---|---|
| Lucky Table | Randomly selected table/night | +500 flat | Surprise & delight |
| Mystery Bonus | Random 10% of guests | +10% of bill | Create excitement |
| Seasonal Challenge | Complete challenge card | +2,000 flat | Engagement campaign |
| Passport Completion | Try all 10 signature dishes | +5,000 flat | Drive menu exploration |
| Hidden Dish Bonus | Order off-menu item | +20% of that item | Reward “insiders” |
Example: Seasonal Challenge Card (Spring)
"Taste of Spring" Challenge: □ Try new Sakura dessert □ Order sake flight □ Visit 3 times in March □ Bring a friend □ Post with #MichiuSpring
Complete all 5 → +2,000 Credits + 1,000 SP
Part 6: Recommended Implementation Strategy Phase 1: Current System (Launch - Month 3) Active Bonuses (6): ✅ Weekday visit (+15%)✅ Premium dish (+20%)✅ Beverage pairing (+25%)✅ Sustainability (+25%)✅ Social post (+25 flat)✅ Frequency streak (+100 flat) Goal: Establish core mechanics, test systems, train staff
Phase 2: Expansion (Month 4-6) Add 5 New Bonuses: 1. Anniversary (+10% of bill) - Easy to implement, high emotional value 2. Birthday (+15% of bill) - Upgrade from “treat” to bonus 3. Direct Referral (+1,000 Credits) - Already conceptually approved 4. Party of 4+ (+10% of bill) - Drive larger tables 5. Early Bird (+10% of bill) - Fill slow early slots Goal: Drive specific profitable behaviors, test new bonus types
Phase 3: Refinement (Month 7-12) Add 5 More Bonuses: 1. Omakase Trust (+25% of omakase) - Upsell premium experience 2. 5th Visit Milestone (+500 flat) - Early retention 3. Review Bonus (+200 flat) - Build reputation 4. New Dish Trial (+15% on item) - Move new menu items 5. Group Enrollment (+3,000 flat) - Peer-to-peer growth Goal: Optimize for profitability, reward loyalty milestones
Phase 4: Maturity (Year 2+) Add Advanced Bonuses: 1. Tiered milestone bonuses (25th visit, 50th visit) 2. Seasonal challenges & passport programs 3. Payment bonuses (prepaid cards, high check) 4. Brand values depth (local first, zero waste, bike/walk) 5. Mystery/lucky bonuses for surprise & delight Goal: Sustain engagement for mature members, gamification
Part 7: Bonus Economics & Guidelines Financial Impact Analysis Current 6 Bonuses: ∙ Average activation rate: 40% of guests trigger 1-2 bonuses ∙ Average bonus value: +3% of bill ∙ Cost: ~3% × 40% = 1.2% of revenue With 11 Bonuses (Phase 2): ∙ Average activation rate: 55% of guests trigger 1-3 bonuses ∙ Average bonus value: +4% of bill ∙ Cost: ~4% × 55% = 2.2% of revenue With 16 Bonuses (Phase 3): ∙ Average activation rate: 65% of guests trigger 2-4 bonuses ∙ Average bonus value: +5% of bill ∙ Cost: ~5% × 65% = 3.25% of revenue Target: Keep total bonus cost under 5% of revenue to maintain 8% effective rebate model.
Bonus Design Principles ✅ DO: 1. Align with profitability - Reward behaviors that drive margin (premium dishes, beverage pairings) 2. Fill capacity - Incentivize off-peak times (weekday, early bird, late night) 3. Drive frequency - Reward repeat visits (streaks, milestones) 4. Brand alignment - Support values (sustainability, local, community) 5. Create stories - Make bonuses shareable (mystery bonus, lucky table) ❌ DON’T: 1. Over-discount high-demand - Don’t bonus Friday 20:00 (already full) 2. Reward cherry-picking - Don’t bonus only cheap items 3. Create gaming loopholes - Structure to prevent abuse 4. Complicate messaging - Keep staff explanations simple 5. Exceed 5% revenue cost - Monitor bonus expense closely
Staff Communication Guide Simple Bonus Cheat Sheet for Servers: Always Mention: ∙ “Tuesday/Wednesday? You get +15% bonus!” (Weekday) ∙ “Try our Wagyu - it earns +20% bonus!” (Premium) ∙ “Add sake pairing for +25% bonus!” (Beverage) ∙ “Post on Instagram with #MichiuCircle = +25 Credits!” (Social) Occasion-Based: ∙ “Happy birthday! You get +15% bonus today!” (Birthday) ∙ “Anniversary? +10% bonus on your bill!” (Anniversary) Group Situations: ∙ “Table of 6? That’s +10% bonus for everyone!” (Party bonus) ∙ “If your friends join Circle tonight, you get +1,000 Credits each!” (Referral)
Summary Tables All Current & Suggested Bonuses by Category
| Category | # of Bonuses | Total Potential | Implementation Priority |
|---|---|---|---|
| Current System | 6 | ~85% bill bonus max | ✅ LIVE |
| Occasion-Based | 5 | +10-15% per | 🔥 HIGH (Phase 2) |
| Group Dining | 4 | +5-15% per | 🔥 HIGH (Phase 2) |
| Time-Based | 4 | +10-20% per | 🟡 MEDIUM (Phase 3) |
| Menu Discovery | 5 | +10-30% per | 🟡 MEDIUM (Phase 3) |
| Loyalty Milestones | 5 | +500-10K flat | 🟢 LOW (Phase 4) |
| Referral & Advocacy | 5 | +200-10K flat | 🔥 HIGH (Phase 2) |
| Brand Values | 5 | +15-25% per | 🟢 LOW (Phase 4) |
| Payment & Spending | 4 | +5-10% per | 🟢 LOW (Phase 4) |
| Gamification | 5 | +500-5K flat | 🟢 LOW (Phase 4) |
| TOTAL SUGGESTED | 42 additional | Massive variety | Phased rollout |
Would you like me to: 1. Design specific seasonal challenge cards (Spring, Summer, Fall, Winter)? 2. Create the staff training materials for explaining bonuses? 3. Build financial models showing bonus cost impact at different activation rates? 4. Design the app UI for how guests see available bonuses? 5. Create marketing materials explaining the bonus system to guests? This system gives you incredible flexibility to drive exactly the behaviors you want while keeping guests engaged and feeling rewarded! 🎯