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.
- High-Tech Customers see mobile apps (56%) and the ability to pay online (57%) as factors that would lead them to increase their spending.
- Loyalty And Rewards Programs motivate a far greater share of high-tech consumers (51%) than average consumers (37%) to spend more. Such programs are more likely to entice millennial consumers and those with high incomes.
- QSR and Table Service loyalty programs are critical builders of restaurant affinity among high-tech consumers. While 60% and 75% of high-tech consumers use loyalty programs at QSRs and table-service restaurants, respectively, just 39% of consumers on average use them at QSRs and 44% do so at table-service restaurants.
- Mobile Apps are the most popular way all consumers connect with loyalty programs. 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.
- Subscriptions – 34% of high-tech consumers already are enrolled in a subscription program, and 27% of high-tech nonsubscribers are “very” or “extremely” interested in restaurant subscriptions. High-tech consumers interested in subscription services also are much more likely to enroll in subscription services at both QSRs and table-service restaurants (61%) than the sample average (50%).
Download the full report, The Digital Divide: How High-Tech Consumers Connect to Subscription and Loyalty Offerings
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.