Discounts and Loyalty Attract High-Spending, More-Frequent Customers
Restaurant goers in younger age brackets are more likely to be high-spending and high-frequency.
Dec 14, 2021
NEWTON, Mass.—A new report finds that deals, discounts and loyalty programs attract high-spending, high-frequency customers more than other spending groups. The Paytronix Systems’ report “The Digital Divide, Aggregators and High-Value Restaurant Customers” also found that that these buyers account for one-quarter of restaurant patrons and an outsized share of food aggregator users.
“Larger shares of high-spending, high-frequency customers care about accessing deals, discounts and loyalty programs when ordering delivery than those in other groups, whether via an aggregator or directly from a restaurant. This finding underscores the importance of deals and special offers to win and retain the business and loyalty of the highest-value restaurant customer segment,” the report said.
High-spending customers spend an average of more than $40 per purchase, while high-frequency customers buy food from restaurants—including dine-in, delivery and pickup—at least once a week. These customers account for 44% of respondents who ordered delivery from a table-service restaurant via an aggregator in the past three months and 36% of those ordering from QSRs via an aggregator during that time frame.
High-spending, high-frequency aggregator users focus more on deals and discounts than other consumers. Those in the high-spending, high-frequency category are much more likely than other respondents to identify special offers and discounts (47%) and access to the restaurant’s loyalty program (42%) as reasons for them to order directly from restaurants.
Restaurant customers in younger age brackets are more likely to be high-spending and high-frequency. Of Generation Z consumers, 42% fall into the highest value segment, followed by 35% of millennials and bridge millennials. Just 24% of Generation X consumers and 12% of baby boomers and seniors are high-spending, high-frequency customers.
Of the high-spending, high-frequency group, 58% of customers used DoorDash, the most-used platform overall, in the past 15 months. However, they were considerably more likely than other customers to have used the two other leading platforms, Uber Eats and Grubhub, as well as smaller platforms such as Seamless and Postmates, the latter of which was purchased by Uber.
Merchandising
