Marketing

Report: Restaurant guests want loyalty programs, online ordering

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November 23, 2020

A hefty majority of restaurant goers, 93 million, would spend more in a restaurant offering loyalty and online ordering, according to a Paytronix Systems, Inc. report.

The report polled just over 2,000 U.S. consumers regarding online restaurant ordering, the importance of loyalty and rewards programs and the types of rewards they're interested in, according to a press release.

Additional findings include:
• Eighty-six million U.S. restaurant customers use loyalty and rewards programs, and 44.2 million more might use them if the restaurants they order from offered them.
• Loyalty and rewards programs are key to winning over millennial, bridge millennial and Generation X customers — the three generations who spend most in restaurants today.
• Loyalty and rewards programs could encourage four out of 10 restaurant customers — 93 million people — to spend more on food orders.
• Online ordering, online payment, fast lane in-store pick up and drive-through top the technologies consumers demand — with loyalty and reward programs leading the way.

"The report also reveals that consumers continue to want to choose how they interact with programs. Many prefer mobile interactions and nearly 70% of QSR customers want to identify themselves with their mobile phone number. The more ways consumers can join and engage in a program, the more members a program will attract — which results in a material financial lift in impact through loyalty strategies," Michelle Tempesta, head of product, Paytronix, said in the release.