Foodservice Loyalty Market Report – US – 2022

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