This report provides comprehensive and current information and analysis of the foodservice loyalty market including foodservice loyalty market size, anticipated market forecast, relevant market segmentation, and industry trends for the foodservice loyalty market in the US.

Current market landscape

After months of inconsistent and uncertain restaurant visitation, the foodservice industry continues to battle the labor crisis, supply chain issues and the impact of inflation, all of which compromise restaurants’ ability to meet consumers’ expanded needs for high quality offerings and service at competitive prices. In order to survive, it is non-negotiable for foodservice operators to focus on establishing and maintaining consumer loyalty. Most restaurants are approaching the endeavor by launching loyalty programs and rewarding their loyal customers in innovative ways.

Technological advancements are taking center stage in the industry, making this a great time for restaurants to digitize the customer journey and collect valuable consumer data that enables them to offer relevant rewards that most closely meet the needs of their customer base. Operators can make up the costs of offering discounts by encouraging higher purchase frequency and incremental purchases with subscription programs.

Market share and key industry trends

  • High-quality menu offerings are nonnegotiable
    To establish consumer loyalty, there is no substitute for high-quality food and beverage offerings. Convenient location, competitive prices and high-quality service are some other loyalty motivators that operators can differentiate on.
  • Consumers value flexibility and control in how they are rewarded for their loyalty
    While most consumers prefer loyalty rewards that are monetary (ie ongoing discounts or credits toward future orders), there is also significant interest in programs that reward them with restaurant-branded merchandise or donations toward a cause.
  • Adapting to changing consumer needs is crucial for retention
    Operators must make use of the consumer data accessible to them through loyalty and subscription programs to deliver a highly personalized experience. Apart from studying purchase patterns of a restaurant’s customer base, operators can also leverage Millennials’ and Gen Zs’ overwhelming presence on social media.

Future market trends in foodservice loyalty

Digitally accessible loyalty programs will be easily adopted by tech-savvy consumers but may alienate some older consumers, as well as cause concern to those who are wary of sharing their data. Restaurants must prioritize assuring consumers of the safety of their data and demonstrating the value of sharing it by offering relevant rewards and personalized dining experiences.

Overall, consumer interest in loyalty and subscription programs remains high, but their loyalty to restaurants rests on how well operators are able to meet their needs for high-quality food and service.

Read on to discover more about the foodservice loyalty consumer market, read our Restaurant Marketing Strategies – US – 2022, or take a look at our other Foodservice research reports.

Quickly understand

  • The impact of the pandemic on consumer loyalty toward foodservice brands.
  • How inflation may create more value for loyalty programs.
  • Innovative ways foodservice brands are creating loyalty programs.
  • Core drivers and deterrents for loyalty toward foodservice brands.
  • Consumer preferences for loyalty program features.

Covered in this foodservice loyalty market report

Brands include: Texas Roadhouse, CKE Restaurants, Papa John’s, Starbucks, McDonalds, Chipotle, Shake Shack, Domino’s, On The Border,  IHOP, Pret-A-Manger, BJ’s Restaurant & Brewhouse, Taco Bell.

Expert analysis from a specialist in the field

This report, written by Varchasvi, a leading analyst in the Foodservice sector, delivers in-depth commentary and analysis on foodservice loyalty market research to highlight current trends and add expert context to the numbers.

Though establishing consumer loyalty requires competency in providing high-quality food and beverages, maintaining it is a challenge that most foodservice operators are tackling by launching loyalty and subscription programs. Points- or tier-based programs are becoming ubiquitous in the industry, but ongoing labor, inflation and supply chain challenges make it difficult for operators to offer competitive prices and deals. Operators will need to cut through the noise and stand out by delivering a highly personalized experience that customers cannot find elsewhere.

Varchasvi, Analyst – US Foodservice and Mintel Menu Insights
Analyst, US Foodservice and Mintel Menu Insights

Table of Contents

  1. Overview

    • What you need to know
    • This Report looks at the following areas
    • Definition
    • Market context
  2. Executive Summary

    • Top takeaways
      • Figure 1: Category outlook, 2022-27
    • Opportunities and challenges
    • Leverage consumer need for money-saving to encourage loyalty program enrollment
      • Figure 2: Nonessential categories consumers would cut back spending on, 2022
    • Digital-exclusive programs may jeopardize participation
      • Figure 3: Loyalty program attitudes, 2022
    • Offer consumers flexible and personalized rewards
      • Figure 4: Loyalty program participation motivators, 2022
    • Use loyalty programs to extend your brand
      • Figure 5: Loyalty program attitudes, 2022
  3. Market Factors

    • Inflation threatens foodservice recovery
      • Figure 6: 12-month percentage change, Consumer Price Index for food away from home, 2022
    • Consumers will cut spending on dining out
      • Figure 7: Nonessential categories consumers would cut back spending on, 2022
    • Labor challenges will lead to a greater reliance on restaurant technology
      • Figure 8: Employee quit levels, accommodation and foodservices, 2022
  4. Competitive Strategies and Market Opportunities

    • Product quality, consumer engagement and the overall dining experience are irreplaceable drivers of loyalty
    • Integrating loyalty rewards on premise
    • Put consumers in a position of control
      • Figure 9: Starbucks’ Double Star Day, 2022
      • Figure 10: McDonald’s 2X points offer, 2022
      • Figure 11: Chipotle’s Free Side offer, 2022
    • Gamifying loyalty
    • Enhanced digital touchpoints: the role of cryptocurrency and online engagement
      • Figure 12: Shake Shack’s announcement on cryptocurrency rewards, 2022
      • Figure 13: IHOP rewards program, 2022
    • Subscription programs offer restaurants consistency amidst industry challenges
  5. The Loyal Foodservice Consumer – Fast Facts

  6. Restaurant Loyalty by Segment

    • Restaurant segments need variety in their approach to establishing loyalty
      • Figure 14: Restaurant loyalty by segment, 2022
    • Attract older generations to loyalty programs through familiar brand messaging
      • Figure 15: Restaurant loyalty by segment, by generation, 2022
      • Figure 16: Restaurant loyalty by restaurant type, by generation, 2022
    • Alongside money-saving, personalized experiences are a key focus for consumers
      • Figure 17: Restaurant loyalty by segment, by income, 2022
  7. Loyalty Restaurant Visitation Frequency

    • Time-sensitive loyalty rewards will increase purchase frequency
      • Figure 18: Loyalty restaurant visitation frequency, 2022
      • Figure 19: Frequent restaurant visitors, by select demographics 2022
  8. Loyalty Motivators

    • Loyalty programs enhance loyalty, but cannot create it
      • Figure 20: Restaurant loyalty motivators, 2020-22
  9. Ceased Restaurant Loyalty

    • Increase customer retention by changing with your customer base
      • Figure 21: Ceased restaurant loyalty, 2022
      • Figure 22: Ceased restaurant loyalty, by demographics, 2022
      • Figure 23: Reasons for ceased restaurant loyalty, 2022
    • Hispanic consumers are paying close attention to health
      • Figure 24: Reasons for ceased restaurant loyalty, by Hispanic origin, 2022
    • Creating family-focused dining experiences will win parents over
      • Figure 25: Reasons for ceased restaurant loyalty, by parental status, 2022
  10. Loyalty Program Participation and Motivators

    • Loyalty programs should not be one-size-fits-all
      • Figure 26: Loyalty program participation, 2022
      • Figure 27: Loyalty program participation, by demographics, 2022
      • Figure 28: Loyalty program participation, by restaurant segment, 2022
    • Consumers value flexibility in how they are rewarded for their loyalty
      • Figure 29: Loyalty program participation motivators, 2020-22
      • Figure 30: TURF analysis – Loyalty program motivators, 2022
  11. Loyalty Program Attitudes

    • Ease of access and use will go a long way in loyalty program participation
      • Figure 31: Loyalty program attitudes, 2022
    • Use loyalty programs to engage consumers beyond food
      • Figure 32: Loyalty program attitudes, 2022
    • Urban residents that work from home are the most enthusiastic loyalty program participants
      • Figure 33: Loyalty program attitudes, by work environment, 2022
      • Figure 34: Loyalty program attitudes, by area, 2022
  12. Appendix – Data Sources and Abbreviations

    • Consumer survey data
    • Marketing creative
    • Abbreviations and terms
    • Abbreviations
  13. Appendix – TURF Analysis – Methodology

      • Figure 35: Table – TURF analysis – Loyalty program motivators, 2022

About the report

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