Paytronix has published its 2025 Paytronix Loyalty Report, which found that while loyalty check size is rising across both restaurant concepts and c-stores, it’s not happening universally—flat check sizes are also common for around one-fourth of QSRs and full service restaurants, according to a press release sent to NACS.

Thirty one percent of c-stores saw loyalty check sizes rise by more than 10% year-over-year, while 12–25% of brands, across segments, saw declines in loyalty checks.

Some of the main highlights from the report include:

• Loyalty check sizes are growing: but not universally—50% of FSRs, 44% of QSRs and 31% of c-stores saw loyalty check sizes rise by more than 10% year-over-year.
• Some brands saw declines: 12–25% of brands, across segments, saw declines in loyalty checks, which indicates that without good strategy, check size can stagnate or shrink, even as membership grows.
• Flat check sizes are common: Around a quarter of QSR and FSR brands saw little movement, clarifying loyalty alone isn't enough to grow spend.
• AI-enhanced data analytics: these are a loyalty program game-changer that makes getting to the crux of customer motivations both quicker and more accurate.
• Qualitative behavior feedback: this is software dedicated to scanning guest reviews across social media and analyzing voice/text messages, using sentiment analysis algorithms to read between the lines. It goes beyond spoken or written words to read the emotions behind them, indicating whether a guest was frustrated, angry, severely stressed, friendly, or enthusiastic.

The report recommends a combination of AI-enhanced data analytics, qualitative behavior feedback along with gamification, AR and mobile loyalty tools to increase engagement and grow loyalty spend. “AI-powered personalization, smart upsells, and relevant offers are key to increasing both loyalty check sizes and visit frequency and ensures that loyalty program participation turns into revenue,” Paytronix said.

“It is obvious that today more and more brands are becoming increasingly focused on one-to-one messaging and how to be as granular as possible when segmenting their audiences. It is so crucial for success, specifically when trying to increase the likelihood of visitation in the early parts of your relationship with a new customer,” said Rachel Peterson, loyalty strategist, Paytronix. “Personalization is key to impacting behaviors and determining who is more likely to visit versus someone who is unlikely to open your doors again. The more information you have, the more targeted you can be with your messaging and offers that get them to convert again, and again.”

In January, Paytronix’s 2025 Trends Report noted that c-stores are moving away from relying on third-party platforms and using first-party (1P) online ordering, where customers spend 35% more per check, according to the report. “Owning the customer relationship not only boosts bottom-line revenue but also delivers data with which smart c-store owners are driving targeted promotions and long-term engagement,” the company said.