Loyalogy, provider of loyalty program consulting and analysis services to the restaurant industry, announced the results of its first annual LoyaltyPulse U.S. study tracking consumer attitudes and behavior regarding restaurant 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
About the LoyaltyPulse Study
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. The survey consisted of 50 questions in categories that include:
- Restaurant visit rate and spending, including breakdown of those who visit restaurants just for pleasure or both pleasure and business.
- Participation rate in restaurant rewards programs.
- Relative appeal of 15 different reward program benefits.
- Attitudes about 12 different statements regarding carrying membership cards, using a phone number as identifier and receiving promotional e-mail messages from rewards programs.
- Attitudinal statements regarding the impact of rewards programs on behavior.
- Likely visit rate changes based upon different levels of rewards.
- Whether or not consumers have paid an enrollment fee to join a restaurant rewards program and what would motivate the payment of an enrollment fee.
- Demographic characteristics.
A copy of the LoyaltyPulse study may be purchased for $395. For more information about the LoyaltyPulse study, visit www.loyaltypulse.com.
Founded by Dennis Duffy, with more than twenty years of experience developing, managing and analyzing customer loyalty programs, Loyalogy provides loyalty program development, consulting, project management and database analysis services to restaurant companies. For more information, visit www.loyalogy.com.
Contact:
Dennis Duffy, President
Loyalogy, Inc.
828-333-5860
dennis@loyalogy.com
