BLT Restaurants to Reward Loyal Customers By Charging Them $2 Less For Their Steak

ESquared, which runs all of the BLT restaurants and Casa Nonna, has found a revolutionary way to get those seats filled. Starting yesterday, 11,000 diners who are already card carrying members of the restaurant's loyalty program (yes, there are actual cards), will get to take a $1, and sometimes even $2, off of some of the menus' items. So, instead of paying $48 for a steak at BLT steak, loyal diners will pay $46, explains Crain's NY. The savings could even be as high as $5 or $7 a person — about enough to buy half a cocktail. It sounds like even some members of ESquared are skeptical. One managing partner admits the discounts alone might not fill seats. But, "In the worst case, the discounts act as a token of our appreciation to our loyal customers."