Lolly x University of Leeds - Enhancing Campus Retail Performance Through Subscription Innovation

At a Glance

- 22,000+ app downloads

- 82% subscription auto-renewal rate

- £133k YoY café revenue uplift (+15%)

- £10,000+ subscription revenue to date

- £40,000 projected annual revenue (Year 2)

About The University of Leeds (UoL)

The University of Leeds operates a large-scale, high-volume catering environment through its retail brand, Great Food at Leeds (GFaL). Accross 12 café outlets, the operation serves a campus population of more than 50,000 students and staff.

In February 2024, GFaL partnered with Lolly to launch GFaL Rewards, a digital loyalty platform designed to increase engagement and drive repeat visits. Since launch, the app has achieved over 22,000 downloads and continues to support thousands of active users each week.

The Challenge

Operating within a city-centre campus presents a unique set of challenges. Students and staff are surrounded by established high-street coffee brands, including Caffè Nero, Pret A Manger and Blank Street, all of which set a strong benchmark for convenience, value and digital experience.

At the same time, changes in behaviour following the pandemic, particularly hybrid working and reduced campus footfall, have placed increased pressure on on-campus retail performance.

Against this backdrop, the University of Leeds needed to introduce a proposition that could not only compete with high-street operators but also drive repeat engagement and deliver measurable commercial impact.

The Solution

In response, Lolly worked with the University of Leeds to introduce a hot drink subscription model, fully integrated within the GFaL Rewards app.

Designed to mirror the simplicity and appeal of high-street subscription offers, the proposition provides customers with a flexible, digital-first experience that fits seamlessly into daily routines.

- Five barista-made drinks per week

- £10 per week, with a 50% introductory offer

- A single QR code for redemption across all outlets

-Auto-renewal every 7 days, reducing friction

- Simple cancellation in just a few taps

Importantly, the model allows complete flexibility in how drinks are used, whether spread across the week or redeemed in a single visit, reinforcing both convenience and perceived value.

Launch and Engagement

To support launch, GFaL implemented a targeted campaign designed to maximise visibility and drive early adoption. Messaging focused on value and simplicity, “Unlock savings in every cup” and was delivered across key channels:

- In-store POS and signage

- App push notifications

- Direct email communications

This ensured a strong presence at the point of purchase, helping convert awareness into action.

The Impact

The subscription model has delivered strong early performance, demonstrating both rapid uptake and sustained engagement.

- The programme exceeded its KPI ahead of schedule, reaching 80 daily active users

- Peak performance reached 89 subscribers

- Activity has stabilised at 70 active users per day

- 82% of users auto-renew, highlighting strong retention

In addition to generating over £10,000 in subscription revenue, the initiative is forecast to reach £40,000 annually. More significantly, café revenue has increased by £133,000 year-on-year (+15%), demonstrating increased visit frequency and spend.

“In a city where students have so much choice, it was important for us to offer something that genuinely competes with the high street. Partnering with Lolly has enabled us to create a subscription that delivers real value and flexibility for our customers, while driving consistent engagement and measurable growth across our outlets.” - Owen Maginnis, Senior Marketing and Sales Executive (Catering Services), Great Food at Leeds, University of Leeds

The Future

The partnership continues to evolve with a focus on enhancing the experience and expanding the proposition.

- Improved visibility of remaining drinks

- Introduction of iced drinks

- Exploration of tiered subscription models

Conclusion

The University of Leeds’ hot drink subscription demonstrates the power of applying high‑street thinking in a Higher Education environment. Partnering with Lolly has enabled GFaL to deliver a more engaging, digitally enabled experience, strengthening market position, driving participation and unlocking new revenue streams.