An innovative York restaurant is following in the footsteps of major shops and supermarkets by launching its very own reward card for loyal customers.

Trained chef and businessman James Lowe, owner of the Villa Italia restaurant and deli in Micklegate, has just unveiled the Villa Club Card.

The card is aimed at rewarding the growing number of regular customers who over the past three years have helped transform his restaurant into a thriving business.

James said: "The support of local people has been the key to building up the business at Villa Italia since I took over in 1999.

"I wanted to give something back to thank our regular customers and got the idea for Villa Club from the loyalty card I use at the supermarket.

"The majority of restaurants offer customers a small incentive from time to time, such as a free glass of wine with their meal.

"I wanted to develop an ongoing loyalty scheme that rewards our loyal customers every time they visit."

Villa Club Card holders will gain special points each time they book a table at the restaurant and receive a £5 voucher for every ten points collected.

James has enlisted the help of a local software company to custom design a computer database to record customer details and track points.

A regular newsletter will also keep Villa Club members up to date with details of special promotions and discount offers.

In addition, cardholders will receive a ten per cent discount in the adjacent Villa Italia deli.

The small store which opened in September last year serves Italian-style sandwiches and stocks a range of fresh pasta, sauces, olives and speciality breads.

Updated: 09:34 Tuesday, September 24, 2002