Nearly half (47%) of restaurant customers use at least one loyalty program, according to "Delivering on Restaurant Rewards," a report co-authored by Paytronix Systems Inc., a digital guest experience platform.
The biggest growth was in customers ordering from quick-service restaurants that had loyalty platforms, however, table service restaurants are missing an opportunity to monetize 53 million customers because of their lack of such programs, according to the report.
"Consumers who already use loyalty programs are eager to sign up for more," the report found. "Fifty-seven percent of restaurant customers who are signed up for at least one restaurant's loyalty program would be willing to spend more on food orders from other restaurants if they could use loyalty and rewards options."
The study, conducted between Jan. 22 and April 22, 2021, revealed that the share of consumers using restaurant loyalty programs increased 12% and that 42% of all restaurant customers had been using at least one restaurant's loyalty program on Jan. 22. That figure increased to 47% by April 22.
Top insights include:
- 24% more chain QSR customers reported using at least one restaurant's loyalty program on April 22 than did on Jan. 22.
- Millennial and bridge millennial restaurant customers use more loyalty programs than the rest. They are also signing up for new loyalty programs faster than all other age groups.
- 57% of consumers who already used at least one restaurant's loyalty program would spend more on food orders from other restaurants if the latter offered loyalty programs as well.
Behind the study
The report surveyed a census-balanced panel of 2,238 consumers between April 14 and April 22 about how they placed, paid for and obtained their restaurant orders and which features might encourage them to spend more. Their answers were then compared to those provided by the other 18,898 consumers surveyed since September 2020 to discover what consumers want from their frequented restaurants continues to shift as the end of the ongoing COVID-19 crisis draws nearer.
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June 25, 2021 at 03:43AM
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QSRs beating casual dining brands at loyalty game - Fast Casual
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