QSR customers earn rewards by spending more
Sixty-eight percent of consumers place orders at a restaurant — not through an aggregator — at least once a month, according to Digital Divide: Minding The Loyalty Gap, a PYMNTS and Paytronix collaboration that surveyed 2,414 American adults who shop regular food in restaurants.
Get the report: Digital divide: taking account of the loyalty gap
PYMNTS found that 54% of consumers order from table-service restaurants at least once a month and 44% order from quick-service restaurants (QSRs) at this frequency.
Among those who place orders with QSRs, young adults, college graduates, and people earning more than $100,000 per year are the demographic groups most engaged with QSR loyalty programs.
Sixty percent of the youngest generation included in the survey – Generation Z – use loyalty programs in QSRs. The older the generation, the less likely consumers are to engage with QSR loyalty programs.
There are also differences according to the level of education of consumers. Fifty percent of those with a college degree use loyalty programs in QSRs, while 37 percent of those without a college degree do so.
Results also differ by income. Fifty percent of consumers who earn more than $100,000 use loyalty programs in QSRs, compared to 44% of those with incomes between $50,000 and $100,000 and 31% of those with incomes below $50,000.
Consumers who order from QSRs earn loyalty rewards in several ways. The three most common methods QSR customers use to earn loyalty rewards are based on how much they spend (cited by 64% of these consumers), number of visits (47%), and number of products they spend. they buy (43%).
Smaller shares of consumers who engage with QSRs earn loyalty rewards by providing contact information (29%) and offering social media support (18%).