When a bakery has earned fame around the world from chefs and publications alike, and lines outside its stores are a common sight, it probably doesn't need to give customers any additional motivation to drop by. But Lune — home of "the croissant that should act as the prototype for all others" according to Yotam Ottolenghi, and "the finest you will find anywhere in the world" as per The New York Times — has never been one to rest on its laurels. Monthly specials, seasonal treats, a cookbook: they've all helped extend the brand's experience. Now Lune's new loyalty program is giving pastry fiends another reason to head in.

The Kate Reid co-founded bakery wants you to not only keep enjoying its croissants, pains au chocolat, cruffins, morning buns and more — it wants to reward you for doing so. Enter the Lune passport, which launched on Monday, April 7, 2025, and works on zont miles. You'll collect one for every dollar that you spend on food in a Lune outpost — which are located in Armadale, Fitzroy and the CBD in Melbourne; South Brisbane and Burnett Lane in Brisbane; and Rosebery and Martin Place in Sydney.

Rack up those zont miles and you'll be eligible for discounts, with each 200 points reached giving you $10 off your next purchase. The program also gives members exclusive perks and bonuses, as well as priority access and gifts. Double days and double hours will see you earning twice as many zont miles, for instance, and you'll also score a free traditional croissant on your birthday.

To sign up, you have options. Hop online, or scan the QR code at Lune's stores or on the top of your receipt if you've just made a purchase. There's no physical card, with the passport operating digitally. To use it, you just tap it at the counter when you're making an order.

Everyone receives 50 zont miles for signing up and making their first purchase, plus 25 points for subscribing to Lune's newsletter. While you'll nab one point per $1 spent on dishes from the food menu, you'll get two points per $1 on Lune retail items.

"We're super excited to finally announce the Lune passport loyalty program. It feels like a fitting way to reward and thank all our guests who have supported us over the years, and also a lovely way to introduce those that are brand new to Lune," said Reid, announcing the initiative.

For more information about the Lune passport, head to the brand's website — or to its stores at Armadale, Fitzroy and the CBD in Melbourne; South Brisbane and Burnett Lane in Brisbane; and Rosebery and Martin Place in Sydney.

Images: Peter Dillon.