Jeddah: Loyalinks, powered by Resal, held its fourth meet-up under the theme “Brew Loyalty ’25 – Beyond the Cup” at White Space, Randa Tower in Jeddah. The gathering brought together leading experts and pioneers from the coffee sector to discuss how brands can reimagine customer loyalty in an increasingly digital world.
The event explored how loyalty can move beyond traditional models based on discounts and rewards, toward innovative experiences that foster trust, strengthen customer relationships, and deliver long-term brand value. Speakers highlighted the growing role of technology, creativity, and community in building authentic loyalty strategies.
The evening opened with welcoming remarks from Hanan Zugail, Head of Marketing Communications at Resal, who emphasized the importance of redefining loyalty in the era of digital transformation.
Key sessions included a presentation by Sultan Basrawi, Board Member of the Restaurant and Café Owners Association, titled “Professional Communities: The Framework for Loyalty and Sustainable Relationships,” where he shed light on the role of communities in strengthening brand-consumer ties.
As part of the “Success Story” segment, Naif Al-Harazi, CEO of Bonny Café, shared how the brand built a strong loyal following by linking customer experience to trust and added value.
A panel discussion followed under the theme “Customer Loyalty in the Digital Age: A Blend of Technology, Experience, and Trust.” Panelists included Emad Saeed (PR Manager, Esso Café), Ali Habeeb (Sales Manager, Hemi Roastery), Naif Al-Harazi (CEO, Bonny Café), and Faisal Parkar (Director of IT, Tim Hortons International). The panel addressed how innovation is reshaping loyalty programs and enhancing customer-brand connections.
Resal also showcased its latest merchant solutions in a presentation by Hussain Jamal, Sales Manager at Resal, demonstrating how the company enables partners to design more impactful and innovative loyalty programs.
The event concluded with closing remarks from Hanan Zugail, followed by recognition of speakers and contributors.
Partners supporting the event included White Space as Guest Experience Partner, Destination Magazine as Media Partner, and the Restaurant and Café Owners Association as a Collaborating Partner.
