LoyaltyPulse Consumer Research Study on Restaurant Loyalty/Rewards Programs
“The LoyaltyPulse study provides clear evidence directly from consumers regarding the effectiveness of restaurant rewards programs and the value associated with using the rewards program data to tailor and target guest e-mail communication,” said Dennis Duffy, President of Loyalogy.
The LoyaltyPulse study, based on detailed survey responses to 50 questions among 1,124 consumers from across the U.S., found that:
Consumers estimate a restaurant rewards programs would increase their visit rate to a particular restaurant by an average of 35%.
Nearly two-thirds of consumers (65%) report they would recommend a restaurant more to others if that restaurant offered an appealing rewards program.
Four out of five consumers prefer a rewards program with a clearly-defined proposition in which they earn points for rewards than a program built solely on periodic, surprise free items.
Consumers desire a simple reward program enrollment process in the restaurant and would prefer to supply additional information online after they have left the restaurant.
Although consumer wallets are bulging with plastic cards, 60% of respondents stated that they don’t mind carrying a membership card for a rewards program if it’s necessary.
While only 10% of respondents have paid a fee to join a restaurant rewards program, fully 50% state they would be willing to do so if the program offered adequate value.
A single rewards program membership covering multiple restaurant brands has significant appeal to consumers. 73% of respondents agreed they would like to have one rewards program membership that was honored at multiple restaurant chains.The LoyaltyPulse study was conducted through an online survey of U.S. consumers between the ages of 25 and 65 with household incomes of $75,000 or more. The respondents were selected from an online research panel provided by The Sample Network.