Last updated: 2026-09-29
The La Brioche loyalty programme is operated by AA Pekařství s.r.o., Company ID 10932682 ("we"). This document explains what personal data we process, why, and what rights you have under the GDPR (EU 2016/679) and Czech Act No. 110/2019 Coll.
The controller is the venue whose club you are joining. The programme runs on the Mepasso (Sociolabs s.r.o., IČO 21121664, V zářezu 902/4, Jinonice, 158 00 Praha 5) platform, which processes the data for us as a processor under GDPR art. 28 — under a written agreement and solely on our instructions. It does not use the data for its own purposes and does not share it with other venues on the platform.
When you join the club we receive:
The programme then builds further records of its own, tied to your card:
We use the purchase history to credit and redeem points and rewards, and so the venue can see what its members buy and at which of its branches — as totals across all members and, in its own administration, as an overview for each member (for example their favourite item, how often they come and on which days and at what times they usually do). It is not used for anything outside the loyalty programme.
We never ask for or store a phone number, email address, postal address or date of birth. We store no payment details — from a receipt we take what you bought and for how much, never the payment method or card number. We process no special categories of data under GDPR art. 9.
Instagram is optional. If you give us the handle, we use it solely to recognise your public comments and mentions on the venue's account and award points for them. We cannot see who you follow or what you like — Instagram does not give us that. We do not log in as you, we do not know your password, we do not read your messages, and we never post on your behalf.
The handle is also the only signal that tells us you are new here. So if you are invited without one, the reward waits for your first purchase — nothing about the card or your membership is limited.
Points are not a currency: they have no cash value, cannot be exchanged for money and cannot be transferred to anyone else. Depending on the programme the venue runs, they either measure progress toward a higher loyalty tier that carries a discount, or can be redeemed for rewards from the venue's menu at a price in points the venue sets. The calculation is automated, has no legal effect on you, and you may ask a person to review it at any time.
Only those without whom the card would not work:
We do not sell your data, do not pass it to advertisers, and do not profile you outside the loyalty programme.
We may send a short message about the programme to your card — that a reward is waiting, that you have reached a higher tier, or an invitation to a members' event. Your phone's wallet displays it; we send no SMS and no email, because we do not have either. We keep a record that the message was sent. You can turn messages off in the card's settings on your phone, or write to us and we will take you off the list.
At most 24 months from your last visit. After that the record is anonymised automatically — the name, Instagram handle and card number are erased, and only statistics remain, with no link to you. If you ask us to erase it sooner, we do so within 30 days.
You have the right to access, rectify, erase, restrict and port your data, and to object to processing. You may withdraw consent at any time by writing to us; withdrawal does not affect processing carried out beforehand. Removing the card from your phone does not by itself erase the data, so please tell us if you want it erased. You may also complain to the Czech Office for Personal Data Protection, Pplk. Sochora 27, 170 00 Prague 7.
Write to info@labrioche.cz or call +420 723 839 864. We reply within 30 days.