Oracle Hospitality surveyed over 6,500 people across eight countries (USA, UK, Australia, France, Germany, Japan, Mexico, and Brazil) in an attempt to find out what consumers want from restaurant loyalty programs. What rewards do they value? What methods are preferential? What stops them joining? And what makes them leave? We have complied the survey responses in our latest report, Recipe for Engagement: Essential Ingredients for a Restaurant Loyalty Program.
Our survey found that almost 1/3 of consumers are open to the idea of loyalty programs, but have yet to join one.
Quashing the stereotypes, all generations – Gen X, Boomers & Millennials – have expressed a demand for loyalty programs. With 1/3 of consumers yet to join a restaurant loyalty program, operators that have a loyalty program possess a tremendous opportunity to either encourage consumers to join a new loyalty program that they are not currently part of, or introduce hesitant consumers to their first loyalty program. The good news is that all generations are willing to grant you wallet space for your loyalty program. As the early adopters take to mobile as their preferred loyalty program channel, many others still prefer traditional plastic cards.
A successful loyalty program is two-fold. It must deliver value to the guest, but there must also be a visible return on investment for the operator. As your guests become more demanding for personalized services, more indulgent experiences, and recognition for their payment, a loyalty program provides the framework to meet those needs.
By: Eliott Simcock