Sixty-one percent of QSR respondents and 58% of Fast Casual respondents were bullish on loyalty technology compared with 44% from the family dining segment and 40% in casual dining.
It’s essential for operators to keep their restaurants top of mind, all the time. And when it comes to keeping diners engaged, loyalty programs and guest marketing present largely untapped opportunities. Many operators are acting on the opportunity, as you’ll discover below.
The economy is prompting restaurant guests to look for value and deals. Forty-one percent of Millennials are a part of a loyalty program, according to the 2023 Dining Trends Report from TouchBistro.
“>DO YOU USE A LOYALTY PROGRAM?
Millenials responding “Yes:”
%
Millenials
This is the perfect opportunity for operators to offer value via special offers and rewards though a loyalty program. The right combination of tools and practices are helping wise operators deliver superior, personalized experiences that are integrated with increasingly popular digital channels. The outcome? Repeat visits, a bump in sales, better experiences that prompt guests to give positive reviews.
Bonus: these same rewards and loyalty solutions deliver the convenience guests demand in today’s ‘convenience economy.’
Loyalty programs and food-to-go seem to go hand-in-hand. More than half of Americans (58%) who order takeout weekly or more often typically engage with loyalty programs at least once a week (TouchBistro 2023 Dining Trends Report). This suggests that restaurants offering takeout and delivery may be able to drive significantly more engagement simply by adding a loyalty program.
Industry studies show that operators recognize the value of engaging with guests beyond a simple server saying ‘Hello’ or basic eClub newsletter. In fact, according to a survey conducted by Nation’s Restaurant News Intelligence, 57% of operators plan to invest in digital guest experiences (which provide greater opportunities for ongoing engagement). And 51% of operators plan to go the extra mile and invest in digital marketing and loyalty (2023 Restaurant Technology Outlook).
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“>DIGITAL GUEST EXPERIENCE
Are you investing in digital guest experiences?
%
Yes
“>DIGITAL MARKETING & LOYALTY
Are you investing in digital marketing and loyalty?
%
Yes
Limited-service concepts (QSR and Fast Casual) were most likely to say they will be adding technology to support loyalty programs in the next year. Sixty-one percent of QSR respondents and 58% of Fast Casual respondents were bullish on loyalty technology compared with 44% from the family dining segment and 40% in casual dining.
Data is king, and personalization is key. By leveraging guest data, restaurants can create tailored menu recommendations, special offers, and loyalty programs that reward repeat customers. This not only enhances the customer experience but also fosters long-lasting relationships between patrons and their favorite dining spots.
Levers You Can Pull to Win Repeat Business and Greater Share of Wallet
Add loyalty incentives without adding friction. Guests (and staff) don’t want to deal with a separate interface in order to accumulate or spend loyalty points. Solutions that integrate all aspects of loyalty
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