As restaurants try to rebound from the pandemic’s restrictions, customer loyalty will be playing a major role. Quick Service Restaurants (QSRs) and Fast Casual categories are the sweet spot of mobile app-based loyalty programs. Customer data that reveals future buying behavior is a big part of the reason.
Chains such as Domino’s, Dunkin’, and Starbucks are among the most widely programs adopted by consumers. Their customers are highly engaged through the gamification methods and personalized marketing used to drive more frequent visits and higher average transactions. Not surprisingly many other eateries are following suit. Savvy diners can take advantage of plentiful free food and beverages in a highly competitive restaurant chain market.
Restaurant chains are giving more stuff to their customers than ever before so they can get their data.
Several different restaurant chains, including giants McDonald’s and Burger King, are currently testing loyalty programs in the U.S., and a number of others—including the aforementioned chains’ rival, Wendy’s—recently debuted their programs.
In addition, the chains can offset some of the data they’re losing to third-party delivery providers that have grown by leaps and bounds over the past year.
Unsurprisingly, a number of chains are getting on board, including the major fast-food players. Wendy’s introduced its Wendy’s Rewards loyalty program last year. The program has 3 million members, and the company recently hired Kevin Vasconi away from Domino’s to be its chief information officer. One of his primary tasks will be to build the burger chain’s data analytics team.
Overview by Raymond Pucci, Director, Merchant Services at Mercator Advisory Group
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