Nearly half of restaurant patrons engage with a loyalty program in some way and as many as 34% say that tangible improvements to the way they pick up and order food will have the greatest impact on their loyalty, according to a new report from Paytronix Systems, in partnership with PYMNTS, as part of its ongoing series “The Digital Divide: Minding The Loyalty Gap”.
Clearly, mobile technologies are key to customer engagement as half of patrons interact with their favorite restaurants’ loyalty programs via the restaurants’ mobile apps. According to the report, 48% of restaurant customers used loyalty programs in at least one type of restaurant during the past three research surveys.
The most recent survey, of 2,414 U.S. consumers conducted between Nov. 11 and Nov. 16, 2021, showed that similar shares of consumers use loyalty programs at QSRs (42%) and restaurants with table service (43%). Nearly 70% of QSR patrons use loyalty programs in several of the restaurants they purchase from frequently. Table-service restaurant patrons use loyalty programs slightly less frequently: 64% of these clients use loyalty programs in several of the restaurants they purchase from frequently.
Other key report findings:
- For table-service restaurants, 50% of loyalty program members interact via the restaurant’s mobile app.
- For QSRs, 60% of QSR patrons who interact with a loyalty program do so via a mobile app.
- Younger adults, the college-educated and individuals who earn more than $100,000 annually exhibit the highest engagement rates with local restaurant loyalty programs.
- Consumers using loyalty programs are willing to spend more at local restaurants to earn customized discounts.
Download the full report (registration required: Digital Divide: Minding the Loyalty Gap