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04/11/2022

STUDY: 75% of High-Tech Consumers Use Loyalty Programs at Table-Service Restaurants

Many high-tech consumers use mobile apps to connect with QSR (72%) and table-service restaurant (79%) loyalty programs, and 67% and 55% of mainstream technology consumers do the same, respectively, according to Paytronix's new report.
Anna Wolfe
Senior Editor - Restaurants
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Loyalty programs matter to today's tech savvy consumers. Sixty percent of high-tech consumers participate in loyalty programs at quick-service restaurants (QSRs) and 75% do so at table-service restaurants, according to the report, The Digital Divide: How High-Tech Consumers Connect to Subscription and Loyalty Offerings.

 A PYMNTS and Paytronix collaboration, this new report finds a definite correlation between technology adoption and eagerness to join loyalty programs or subscription services. High-tech consumers — those who own the greatest number of connected devices — are, in general, particularly eager to engage with their favorite restaurant brands, as are millennials and bridge millennials.

High-tech consumers are far more aware of and eager to adopt subscription programs, with 40% being “very” or “extremely” familiar with restaurant subscription services, vastly exceeding the 21% average for the general sample surveyed.

Restaurant loyalty programs deepen already strong relationships between brands and existing customers. Many of these valuable consumers are eager to try subscriptions, a development that has strong potential for both table-service restaurants and QSRs. Restaurants that adopt these initiatives — both loyalty programs and subscriptions — will be best positioned to succeed in today’s competitive era of dining, according to the report.  

Download the full report, The Digital Divide: How High-Tech Consumers Connect to Subscription and Loyalty Offerings

Methodology

In all, 2,207 consumers in the U.S. were surveyed between Jan. 11 and Jan. 17, 2022 about their experiences. Respondents’ average age was 48, 52% were female and 36% earned more than $100,000 annually.

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