This report examines consumers’ understanding of loyalty and value in foodservice, loyalty program features consumers care about, and strategies to make program members feel valued and exclusive. We offer insights from the report below.
US Foodservice Loyalty: Market Outlook
With a growing variety of loyalty programs in foodservice, their uptake is set to increase in 2023, particularly as consumers become more tech-savvy. Loyalty to establishments will remain stable and tied to food/service quality, yet consumers will adapt their purchase frequency depending on where they can get the most for their dollar. Looking ahead to the next one to two years, more foodservice operators will experiment with subscription programs, and success will likely come to operators where a pre-existing routine (e.g. daily foodservice coffee consumers) exists.
Foodservice Loyalty Consumer Trends
- Research in this report finds that the two most important factors that determine customer loyalty are the quality of the food and its affordability. Although people’s dining habits may fluctuate depending on their priorities and financial situation, their loyalty usually stays intact.
- Most restaurant-loyal consumers are keen to participate in loyalty and subscription programs, finding them easy to use and making them feel appreciated. They are eager to redeem their loyalty rewards and have a positive opinion of the programs.
Opportunity for Foodservice Operators
The cost savings that come with loyalty programs can be especially beneficial to lower-income consumers, who may be cutting back on dining out due to inflation. To ensure that this group takes advantage of these deals, operators must make sure they are aware of them, and that using the loyalty program is a quick and effortless experience. They should clearly communicate the perks associated with joining so that customers can understand exactly what they are getting out of it.
For a complete analysis of opportunities for foodservice loyalty stakeholders, buy the full report. Looking for something else? Try our foodservice market research.
Report Definition and Brands Discussed
This Report explores the factors that drive foodservice loyalty and how operators can employ loyalty programs to engage consumers and increase ordering frequency.
A number of key players and competitive brands are discussed within the scope of this report, such as Dunkin, Taco Bell, Caribou Coffee, Jamba Juice, Chipotle, and more.
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Expert Analysis from a Foodservice Specialist
This report, written by Varchasvi, a leading foodservice analyst, delivers in-depth commentary and analysis to highlight current trends in foodservice loyalty, adding expert context to the numbers.
Amidst the noise of a multitude of loyalty and subscription programs in the foodservice market, one obvious concept bears repeating – foodservice loyalty cannot exist without providing high-quality food/beverages and service, and it will not sustain without meaningfully engaging loyal consumers. While operators have many successful examples of loyalty rewards and program formats to emulate, success in this space will come from tailoring loyalty program design to the unique behaviors, motivations and needs of their customers.
Varchasvi
Analyst, US Foodservice and Mintel Menu Insights
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Overview
- What you need to know
- This Report looks at the following areas:
- Definition
- Market context
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Executive Summary
- Top Takeaways
- Consumer trends
- Financial stress impacts frequency, not loyalty
- Consumers are open to frequent engagement
- Consumers are excited to see what loyalty programs can offer
- Competitive strategies
- …makes consumers feel valued
- …offers memorable engagement
- …improves the dining experience overall
- Market predictions
- Figure 1: Category outlook, 2023-28
- Opportunities
- Help consumers save
- Figure 2: Net foodservice program membership, by household income, 2023
- Reward new members frequently
- Figure 3: Change in ordering frequency, 2023
- Personalize, but don’t put consumers in a box
- Figure 4: Loyalty program features – Select items, 2023
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Market Drivers
- Help consumers fit dining into their budgets
- Figure 5: Inflation behaviors – Top four behaviors, April 2023
- Taste is king, with budget next in line
- Figure 6: Foodservice value-for-money assessment – Select items*, by financial health, 2023
- Ease inflation woes with robust loyalty rewards
- Figure 7: CPI-U for food at home and away from home, not seasonally adjusted, March 2022-2023
- Seamless dining experiences will help avoid loyalty fatigue
- Help consumers fit dining into their budgets
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Competitive Strategies and Market Opportunities
- The reward for loyalty is exclusivity
- Figure 8: Loyalty-exclusive menu items, 2023
- Loyalty points cannot replace points of engagement
- Create engagement in occasions unrelated to dining
- Figure 9: Foodservice engagement – Part 1, 2023
- Tap into the entertainment value of loyalty programs
- Figure 10: Foodservice engagement – Part 2, 2023
- The perfect loyalty program is dynamic
- Boost program relevance by personalizing rewards
- Surprise & Delight to make members feel special
- Figure 11: Select Starbucks Rewards perks, 2023
- The reward for loyalty is exclusivity
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The Loyal Diner – Fast Facts
- Core foodservice offerings build loyalty, but brand connection can sustain it for longer
- Personalize programs to reward both value-seeking behaviors and increased purchase frequency
- Simple features that allow flexibility will resonate with consumers
- Consumers view loyalty programs as a positive addition to the dining experience
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Restaurant Loyalty
- Loyalty stands up to changing priorities
- Figure 12: Loyalty by restaurant type, 2023
- Inflation can level the playing field at FSRs
- Figure 13: Loyalty by restaurant type – Net, 2023
- Rewards can boost customer acquisition and retention goals
- Figure 14: Loyalty by restaurant type – Net, by age and income, 2023
- Loyalty stands up to changing priorities
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Loyalty Motivators
- Core needs primarily drive foodservice loyalty
- Figure 15: Loyalty motivators, 2023
- Ethical initiatives can encourage value alignment
- Figure 16: Loyalty motivators – Select items, by age and income, 2023
- Make program benefits clear
- Figure 17: Loyalty motivators, by area, 2023
- Core needs primarily drive foodservice loyalty
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Program Membership
- Most loyal consumers are experienced loyalty program users
- Figure 18: Program membership, 2023
- Loyalty cost savings may be unclear to some consumers
- Figure 19: Program membership, by household income, 2023
- Most loyal consumers are experienced loyalty program users
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Change in Ordering Frequency
- Reward consumers for doing what they already do
- Figure 20: Change in ordering frequency, 2023
- Routine rewards build routine frequency
- Figure 21: Change in ordering frequency, by household income, 2023
- Reward impulse in urban areas, and planning in others
- Figure 22: Change in ordering frequency, by area, 2023
- Reward consumers for doing what they already do
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Loyalty Program Features
- Program features must facilitate meaningful engagement
- Figure 23: Loyalty program features, 2023
- Personalization should enhance flexibility
- Figure 24: Loyalty program features, by age, 2023
- Bring back the celebratory nature of dining out
- Figure 25: Loyalty program features, by area, 2023
- Program features must facilitate meaningful engagement
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Loyalty Program Attitudes
- Reward visitation frequency with frequent deals
- Figure 26: Loyalty program attitudes – Program features, 2023
- Differentiate on features that improve the overall user experience
- Figure 27: Loyalty program attitudes – Program experience, 2023
- Loyalty fatigue hasn’t hit…yet
- Figure 28: Loyalty program attitudes – Program participation, 2023
- Test new customer touchpoints in urban areas
- Figure 29: Loyalty program attitudes – Select items, by area, 2023
- Reward visitation frequency with frequent deals
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Appendix – Data Sources and Abbreviations
- Data sources
- Consumer survey data
- Abbreviations and terms
- Abbreviations
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Appendix – The Consumer
- How Consumers View Value in Foodservice
- Figure 30: Foodservice value-for-money assessment, 2023
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- Figure 31: Foodservice value-for-money assessment, by financial situation, 2023
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- Figure 32: TURF Analysis – Foodservice value-for-money assessment, 2023
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- Figure 33: TURF Analysis – Foodservice value-for-money assessment, 2023
- Methodology
- How Consumers View Value in Foodservice
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