New loyalty app launched in support of City of London businesses -

City BIDs and Partnerships launch In the City, together with the City of London Corporation

A new app for the City of London is being launched today [31 January] to showcase the Square Mile to workers and visitors and encourage spending at participating retail, hospitality and leisure businesses.

The In the City app will enable those who live, work and visit the City to access offers at a range of businesses, find out about attractions and new businesses and sign up to events taking place across the area.

The app is a collective project created and funded by two Business Improvement Districts; Aldgate Connect and Cheapside Business Alliance, and two partnerships; Fleet Street Quarter and the Eastern City Partnership with support from the City of London Corporation. The In the City app is part of a package of support provided by the BIDs and Partnerships designed to assist businesses that have been affected by COVID-19.

More than 100 businesses and attractions are already on the app, with a mix of independents and big names featured. Offers include discounts at stores like Oliver Bonas and Paperchase, free drinks or discounts on your meal at selected City restaurants like Paternoster Chophouse.

To celebrate the launch of In the City, the BIDs and Partnerships are giving anyone who registers on the app within the first week of launching the chance to win a City Gift Card. Head to for more information.

Chair of the City of London Corporation’s Culture, Heritage and Libraries Committee, Wendy Hyde, said:

“This app is a fantastic way for people to access and enjoy a range of City shops, restaurants, attractions and events – and get some great offers and discounts.

“It has been a challenging time for businesses but London is finding new and innovative ways to bounce back.”

Primera’s MD Ruth Duston, OBE, OC said:

“The In the City app will help to promote the City of London as a vibrant destination for workers and visitors alike. Users will be able to explore the Square Mile’s rich culture and heritage, as well as the many fantastic places to eat, drink, shop and get together.

“This project is a prime example of businesses and organisations working together to support the local ecosystem, and it’s clear that public/private partnership will play a key role as more and more people return to the City.”

The In the City app can be downloaded for free at or via the App Store or Google Play.