About
Counter Club is made by the Not a Chain team
Not a Chain is a directory of independent Australian businesses, fairly rated, with the chains left out. Counter Club is the first product we have made for the shops in it: a loyalty card that does what a paper one does, without the paper, and a way to talk to regulars without annoying them.
Why a loyalty card
The directory lists 96,767 independent businesses as of October 2026, and a lot of them are counters: cafes, bakeries, butchers, florists, bottle shops. Almost every one of them has tried a paper stamp card, and almost every one has a drawer of unfinished ones. The gap was obvious and the fix was small.
What we decided not to build
No points, no tiers, no app for the customer, no owner-uploaded lists, no scheduling, no segments. Each of those is a thing a shop asks for once and then regrets managing. A stamp card with a reward, a join page with a code, and one message to the club is enough for a shop with a till.
The directory and the product are separate
Counter Club does not sell a listing on Not a Chain, change a rank, add a badge or claim a profile. The directory ranks businesses by their public rating, adjusted for how many reviews stand behind it. Buying a loyalty card has no effect on that, and we would not want it to.
Who we are
A small team in Melbourne, trading under an Australian sole-trader ABN, provided on request. The email is answered by us, inside one business day on Melbourne time. We do not name individuals on this site.
Counter ClubWho is behind it
Counter Club is made and run by the Not a Chain team in Australia. There is no sales team, no reseller and no one else between you and the people who built it.