State of Consumer Foodservice Loyalty Programmes and Opportunities for Expansion

Delivery

This report comes in PPT.

Key Findings

Foodservice loyalty schemes offer a similar user experience, revealing an opportunity for innovation

Foodservice loyalty programmes often centre on a point-based system, which, to a certain degree, holds significance for members by redeeming points on meals. However, with many operators adopting similar schemes, the inherent value tends to diminish. An opportunity exists to enhance these programmes by customising them to the brand’s audience and incorporating loyalty features that strongly resonate with them.

The landscape of competition has shifted to the mobile realm, where players vie for coveted app space

The vast array of apps available has led to a dispersion of loyalty efforts, making it challenging for customers to consolidate rewards efficiently. Obtaining a reward often becomes a long-term pursuit, potentially diluting its perceived value in the eyes of consumers.

Embracing emotional loyalty and community-based rewards is essential in foodservice

Foodservice has emerged as a captivating area for fandom, with consumers actively seeking communities around their culinary passions. Loyalty programmes play a crucial role in fostering brand connections within this space. Emotional loyalty is key to enhancing added value and engagement, giving members a sense of ownership and belonging.

Personalised experiences drive greater loyalty, encouraging more engagement

By actively participating, customers contribute to a feedback loop that allows brands to refine their offerings and deliver the rewards and next generation features customers truly want. This level of personalisation not only enhances customer satisfaction but also reinforces their loyalty by showing that the brand understands and values their specific preferences.