A guest finishes her meal, scans the QR code on the table and taps “Join.” What loads next is a plain white form with a few input fields and a generic “Sign Up” button. Nothing about it tells her whose restaurant she’s sitting in. It could belong to your brand, the place across the street or a software company she’s never heard of. She’s been a paying customer for the last hour but the page she’s looking at doesn’t know that.
This is restaurant loyalty registration page design at its most overlooked: the one screen that’s guaranteed to reach every new member, treated like an afterthought instead of the first branded impression it actually is.
Why the form matters more than it looks like it should
It’s easy to file registration screens under “backend plumbing,” something guests pass through on their way to the actual loyalty program. But a generic form does two things at once and neither is good. It slows people down because an unfamiliar layout reads as unfamiliar risk and people hesitate before handing over a phone number or email to something that doesn’t look like it belongs to the brand they just paid. And it wastes the moment because a guest who just had a good experience at your restaurant is primed to feel good about joining something connected to it. A form with no logo, no color and no visual link back to that experience asks her to make that connection herself.
Visual consistency at sign-up is the thing that tells a guest the form she’s filling out belongs to the place she’s standing in, which is what actually gets her to finish filling it out.
What branded enrollment looks like at scale
Chipotle’s rewards enrollment runs through the same app guests already use to order, so joining happens inside a screen that already carries the brand’s colors, type and layout rather than handing guests off to something that looks unrelated. The app-first approach means there’s no moment where the experience visibly changes hands between “ordering” and “signing up for rewards.”
Dunkin’ follows a similar pattern. Registration lives inside the Dunkin’ app itself, styled consistently with the rest of the ordering and rewards experience, so a guest joining the program never lands on a screen that looks like it was built by a different team. In both cases, the sign-up flow is treated as part of the product, not a separate step bolted onto it.
Neither brand is doing something exotic. They’re applying the same visual identity to registration that they apply everywhere else, so the form doesn’t read as a break in the experience.
Custom Brand Layout: registration page design, without the build
Como’s new Custom Brand Layout support, currently in beta, replaces the plain white mobile registration form with one that mirrors your actual brand identity and it’s built to require design effort rather than engineering effort to turn on.
Setup works like this: enable the New Customer Portal Registration screen toggle under Customer Portal General Settings, then upload an image to the Login Screen Mobile Background slot. Once that background image is in place, the mobile sign-up page automatically shifts into a frosted-glass look that supports both light and dark mode, so it adapts to how a guest’s phone is already set up rather than forcing one appearance. Uploaded business logos display centered above the sign-up form automatically. If no logo is present, the layout adjusts its spacing on its own so there’s no empty gap where the logo would have been. If no background image is uploaded at all, the page falls back safely to the original registration design, so there’s no broken state to worry about while you’re still deciding on assets.
One smaller change ships alongside it: the link at the bottom of the screen now reads “Already a member? Sign In” instead of “Back to login screen,” which is a clearer prompt for a returning guest who landed on the join flow by mistake. Desktop and tablet layouts are unaffected. This is a mobile registration change specifically, which lines up with where most table-side and QR-triggered sign-ups actually happen.
The setup is close to zero-code on your end: an image upload and a toggle, not a request to a dev team. That’s a meaningfully lower bar than most brands are used to for something that touches the first screen a new member sees.
A form that finally looks like it belongs to you, instead of to no one in particular, is a small fix for a problem most brands don’t know they’re paying for every single day.
