Technology

Study: 48% of guests use restaurant loyalty apps

Provided

February 14, 2022

Nearly half of restaurant patrons engage with a loyalty program in some way, according to "The Digital Divide: Minding The Loyalty Gap," a report based on census-balanced surveys of 2,414 U.S. consumers conducted between Nov. 11 and Nov. 16, 2021, as well as an analysis of other economic data.

According to the report created by PYMNTS and Paytronix, 48% of restaurant customers used loyalty programs in at least one type of restaurant during the past three surveys. The survey revealed that similar shares of consumers used loyalty programs at QSRs (42%) and restaurants with table service (43%). Nearly 70% of QSR patrons used loyalty programs in several of the restaurants they purchased from frequently. Table-service restaurant patrons used loyalty programs slightly less frequently at 64%.

Additional report findings include:

• Mobile Apps: For table-service restaurants, 50% of loyalty program members interacted via the restaurant's mobile app. For QSRs, 60% of patrons who interacted with a loyalty program used the mobile app.
• Biggest loyalty fans: Younger adults, the college-educated fans and individuals who earned more than $100,000 annually exhibited the highest engagement rates with local restaurant loyalty programs. Consumers using loyalty programs were willing to spend more at local restaurants to earn customized discounts.

The survey sample was constructed to match the U.S. adult population in key demographic characteristics. Respondents averaged 48 years of age, 52% were female, and 32% had college degrees. Sampling also covered different income brackets: 36% of respondents earned more than $100,000 each year, while 31% earned $50,000 to $100,000, and 33% earned less than $50,000.

Based in Newton, Massachusetts, Paytronix is a provider of SaaS customer experience management solutions for restaurants and convenience stores.