About us
“Most restaurants can fill a Friday night. The real challenge—and the real driver of growth—is what happens after the guest leaves: whether they return next week, next month, or not at all. After more than 20 years in live entertainment, I saw that the venues that lasted were the ones that created something worth coming back for. That insight became the foundation for Loyalty Untapped™.”
Robb Ellicson — Founder & CEO of Loyalty Untapped
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Let’s build something worth returning to
At Loyalty Untapped, we help brands build the kind of consistent, meaningful experiences that turn visits into habits and customers into fans. By combining behavioral insight, community, and repeatable weekly rituals, we create loyalty that drives retention, strengthens relationships, and supports long-term growth.
Our vision
To transform loyalty into a scalable engine for customer retention, repeat visitation, and sustainable business growth.
Our values
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Belonging
We create experiences that make people feel like they are part of something special.
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Community
We value the shared rituals that turn guests into regulars, and regulars into champions.
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Experience
We believe loyalty is built through meaningful moments, not just transactions.
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Growth
We help you create repeatable momentum that benefits both your business and customers.
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Impact
We focus on outcomes that matter—repeat visits, stronger retention, and lasting value.
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Partnership
We work with you to build stronger customer relationships over time.
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Simplicity
We make it easy for people to participate and easy for your business to see value.
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Trust
We earn confidence through consistency, clarity, and results.
Our leadership team
FAQs
What does the weekly activity actually look like for guests?
Teams of 3 to 6 compete in a structured weekly format at your venue. The format is customized to your brand—the activity itself fits your vibe, not a generic template.
Do guests have to sign up, or does it happen naturally?
We activate founding participants from your existing opted-in audience first—email lists, loyalty members, known regulars. They form the first teams. Growth happens organically from there.
What if my venue doesn’t have a strong existing community?
That’s exactly the problem we solve. Community does not precede the system. It forms because of it. 20 founding participants become 60 to 120 weekly regulars within 90 days.
How is this different from trivia or karaoke nights we’ve tried before?
Those formats are entertainment—guests come if they feel like it that week. The Frequency Engine creates social commitment. Guests come because their team is counting on them.
Will it feel authentic to our brand or like something imported from outside?
We build the format around your venue’s demographic, environment, and tone. The activity, the language, and the experience are specific to you.
What does success look like in 90 days?
60 to 120 weekly participants, a recognizable community identity, and guests who describe that night as ‘their night’ at your venue.
Ready to turn visits into habits?