Leveraging Loyalty for Foodservice

Market leader report

A restaurant industry study of more than 450 decision makers

39% YES, a digital program

Does your location or brand have a customer loyalty program?

JUNE 2025

6% YES, an analog program

More than half of operators surveyed offer a customer loyalty program, which are almost exclusively digital in design

A third of respondents rate their firm’s client facing technology very positively (top-two box). Next Generation advisors are slightly more positive about their client facing technology are Established advisors.

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Operators are sensing and seizing opportunities for improving their customer service, hospitality, and loyalty strategies by researching the new tools and tactics evolving in foodservice. More than one in four decision makers said they found several trends intriguing, such as converting their loyalty programs to membership clubs or sending timely, personalized offers to people based on their preferences, spending activity, or location.

Trending Technology Enhances the Customer Experience

Key Findings

31% NO, and we’re not interested

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Leveraging Loyalty to Drive Growth

53%

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Only 20% of respondents say they spend less than 8 hours.

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A full 30% of respondents dedicate 8 to 16 hours.

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50% of respondents said they allocate more than 16 hours, or two full workdays.

17% NO, but we’re interested

Target your most loyal guests

As with most restaurant technology platforms, costs and complexity are major drawbacks for investing in customer loyalty programs. However, once restaurant leaders have their platforms and people in place to adopt a comprehensive loyalty strategy, they’re likely to pursue more sophisticated tactics for increasing their guests’ visit frequency. Decision makers will be on the lookout for systems that integrate with the rest of their tech stacks, enable personalized messaging and offers, and ultimately lead to a greater dining or ordering experience for customers. Nation’s Restaurant News and Restaurant Business surveyed more than 450 people from across the industry to study their loyalty strategies and planned investments.

Operators Consider Costs, Capability and More

Insights Report

operators with loyalty programs are intrigued by AI-enabled personalization and location-based targeting for marketing messages and offers.

2 in 5

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More Information

8% YES, with digital and analog elements