Technomic Report Examines Restaurant Loyalty

"We've come a long way since the tenth-meal-is-free punch cards," says Technomic.

March 12, 2013

CHICAGO - Technomic announced earlier this week the release of a new report that examines restaurant loyalty marketing.

"Technomic??s Market Intelligence Report: Loyalty Marketing," probes restaurant loyalty/rewards programs, helping foodservice operators and suppliers leverage their opportunities. It includes information on consumer behavior, attitudes and preferences toward loyalty marketing in restaurants.

For instance, while roughly 36% of consumers participate in a restaurant-based loyalty program, 80% said they would join one if the restaurant they frequent most offered a program. Such a statistic highlights the opportunities for restaurants that offer loyalty marketing and rewards programs and their ability to keep loyal customers coming back.

"We've come a long way since the 10th-meal-is-free punch cards," said Darren Tristano, Technomic executive vice president. "Consumers are now receiving rewards via email, apps, social media and on their smartphones. As mobile marketing continues to evolve, so will loyalty marketing. Its direction may be unclear, but the need to recognize and thank loyal customers will always be there."

Other noteworthy findings detailed in the report include:

  • 58% of loyalty-club members say they are likely to base their dining decision on whether they have a membership at that brand.
  • Loyalty membership is higher among casual-dining brands (57%) versus fast-casual brands (44%).
  • 96% of participants in rewards programs say they have visited a restaurant associated with their membership within the past six months.
  • 70% say they would be more inclined to sign up for a rewards program if the restaurant guaranteed not to share their personal information.
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