Consumers’ view of foodservice loyalty programs is incredibly positive, with 83% saying they make them feel valued as customers. With loyalty program membership positively impacting ordering frequency and check average, there is a significant opportunity to understand loyalty program consumers and meet their preferences.
Below, we’ve provided the core topics analyzed and hand-selected findings from this report.
Core Topics Analyzed
- Types of restaurants consumers are loyal to.
- Consumer approach to foodservice loyalty and loyalty programs.
- Behaviors of loyalty program members.
- Features consumers want in loyalty program apps.
- Loyalty strategies taking shape in the industry.
US Foodservice Loyalty Program Market Overview
Most consumers see loyalty programs as a way to save money. Dining deals or future discounts from dining drive consumer goals to save, and the result is that loyalty behaviors will invariably be impacted by menu price perceptions. Menu price increases haven’t gone unnoticed, and consumers are now more vigilant about how dining fits into their budgets in 2024.
Foodservice Loyalty Program Consumer Insights
Consumer loyalty levels are positive…
Tipping fatigue, labor woes, and increased menu prices have created looming uncertainty about the dining experience. Even so, consumers feel more loyal to restaurants than they did a year ago. Fast food and fast casual restaurants are mainly responsible for this jump, segments where digital ordering has been front and center. Value and convenience remain the first steps toward building long-term foodservice loyalty.
…As are memberships and subscriptions growth
Membership across all foodservice loyalty program types has increased amidst recent launches and revamps of several loyalty and subscription programs in the US foodservice industry. Inviting sign-up offers and free membership trials have driven customer acquisition and a sense of value among consumers. Coffee and tea—where frequent habits are already prevalent—saw the biggest increase.
Buy the full report and learn the “why” behind consumer foodservice loyalty growth, and how to adapt your brand to evolving consumer preferences. You may also be interested in browsing our foodservice market research.
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Expert Analysis
Leading foodservice analyst Varchasvi delivers expert industry insights with this in-depth report.
Consumers seek ease and value through foodservice loyalty, opting for programs that reward their existing ordering patterns and streamline the dining experience.
Varchasvi
Research Analyst
Collapse All
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Executive Summary
- What you need to know
- Consumer trends: key takeaways
- Market predictions
- Opportunities
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Market Dynamics
- Market context
- Market drivers
- For budget-conscious consumers, menu prices and loyalty are interlinked
- Graph 1: consumer price index for urban consumers – food AH and AFH, 2023-24
- To create a good loyalty program, grow proprietary digital ordering
- Graph 2: restaurant technology usage and interest – select items, 2023
- California’s fast food wage hike: balancing costs and consumer fatigue
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Consumer Insights
- Consumer fast facts
- Foodservice loyalty
- Restaurants triumph in loyalty despite challenges
- Graph 3: consumer loyalty towards restaurants, 2023-24
- Big households = big loyalty
- Graph 4: consumer loyalty towards restaurants – Net, by household size, 2024
- Reward parents for sticking to routine
- Graph 5: consumer loyalty towards restaurants, by parental status, 2024
- Loyalty motivators
- The foodservice loyalty formula: Quality + Value + Convenience
- Graph 6: restaurant loyalty motivators, ranked, 2024
- Consumer loyalties may shift over time in a tech-heavy landscape
- Graph 7: restaurant loyalty motivators – Net – any rank, 2023-24
- Parents are looking for seamless service across channels
- Graph 8: restaurant loyalty motivators – Net, by parental status, 2024
- Loyalty program membership
- The Year of the Loyalty Leap: consumers seek novelty and savings through loyalty programs
- Graph 9: loyalty program membership, 2023-24
- For sustainable engagement, build programs that work for all income tiers
- Graph 10: loyalty program membership, by household income, 2024
- Financial stability and life stages can shape loyalty
- Graph 11: loyalty program membership, by generation, 2024
- Loyalty Member Behaviors
- Loyalty programs are rewarding but not intuitive, yet
- Graph 12: loyalty member behaviors, 2024
- Tech-forward loyalty solutions are necessary, but can be alienating
- Graph 13: loyalty member behaviors, by generation, 2024
- Accessibility drives program participation
- Graph 14: loyalty member behaviors, by household income, 2024
- Desired loyalty program features
- No frills necessary in the loyalty program app experience
- Graph 15: desired loyalty program features, ranked, 2024
- Price reigns supreme for older consumers, while Millennials, Gen Zs seek more
- Graph 16: desired loyalty program features – Net – Any rank, by generation, 2024
- Maximizing value looks different across income levels
- Graph 17: desired loyalty program features – Net – Any rank, by household income, 2024
- Desired loyalty program rewards
- Consumers prioritize clear and tangible rewards in loyalty programs
- Graph 18: desired loyalty program rewards, 2024
- The best things in life are free, at least for older consumers
- Graph 19: Desired loyalty program rewards, by generation, 2024
- Women are more responsive to loyalty program incentives
- Graph 20: desired loyalty program rewards, by gender, 2024
- Attitudes
- Restaurant apps enable loyalty, but also increase choices and value comparisons
- Graph 21: restaurant loyalty program experience, 2024
- Reward programs must feel like an effortless bonus, not a chore
- Graph 22: restaurant loyalty program attitudes, 2024
- Planned dining vs surprise savings: What consumers value more
- Graph 23: restaurant loyalty program attitudes, 2024
- Straightforward deals will help men navigate app fatigue and satisfy their appetite for savings
- Graph 24: restaurant loyalty program attitudes, by gender, 2024
- Parents are ready for family-friendly loyalty exclusives
- Graph 25: restaurant loyalty program attitudes, 2024
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Innovation and Marketing Trends
- Launch activity and innovation
- Making loyalty feel effortless: 7 Brew’s simple approach to a personalized experience
- Aligning loyalty with the customer journey: A spotlight on The Cheesecake Factory
- Loyalty apps can foster stronger brand connections: A spotlight on Panda Express
- Marketing and advertising
- Kickstarting loyalty: sign-up offers drive frequency and familiarity in loyalty programs
- Click, Eat, Repeat: Online exclusives will build new consumer habits
- Expanding the loyalty program is expensive, but will yield long-term customer retention
- Play to Earn: Wow Bao’s strategy to gamify loyalty
- Opportunities
- The road to app loyalty: Personalization and rewards before the download
- Immediate value, lasting loyalty: Ways to engage lower-income consumers
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Appendix
- Consumer research methodology
- Generations
- Abbreviations and terms
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