It is well known that a company's best customers are its existing customers. Yet it is surprising how few companies spend the appropriate time and money maintaining these relationships. This was a pioneering program in partnering and loyalty marketing.

1,200 restaurants in 20 major markets across the USA were recruited to sign contracts that would give Citibank's MasterCard and Visa cardmembers a 20% discount on the entire dinning check for cardmembers and their party (excluding alcohol).

There were no messy, tacky coupons, only an elegant CitiDining card that was proffered discretely at the conclusion of the meal. The program ran for five years, one of the longest running, non-travel related loyalty programs. This gave Citibank an additional weapon to win the "War of the Wallet" and create a unique brand image in the commodity oriented bankcard market.