The 12e edition of the ongoing PYMNTS Delivering on Restaurant Rewards study series, a Paytronix collaboration, begins with a reflection that all restaurateurs should urgently internalize:
âMany are quickly learning that the key to success in the increasingly omnichannel restaurant ecosystem is not to focus on one set of ordering options to the exclusion of all others, but rather to try to strike a balance by offering a mix of ordering options that suits their unique customer needs and expectations.
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Researchers surveyed a balanced panel of nearly 2,100 consumers in the United States to get the most up-to-date view of ordering habits when it comes to restaurant loyalty programs. One of the conclusions is that the âkey to successâ lies in the choices consumers expect and demand.
âOur research shows that restaurants can’t limit themselves by offering customers one, two or even three ordering options if they want to maximize their sales,â according to the report. âThe average restaurant customer regularly uses four channels to place food orders. The real question is not whether consumers will use different ordering channels if their restaurants offer them, but rather how often they will use them.
Online orders outperform orders over the phone or in person, “with aggregators and mobile advance ordering options being used more than any other digital shopping channel, as we found that 30% of restaurant customers table service and quick service restaurants (QSRs) that order through an aggregator do so twice a week or more. Additionally, 25% and 23% of table service and fast food customers using mobile advance ordering do so at the same frequency.
What stands out is how well the digital control option is that people want, and it better not to disappoint. It’s just a taste of the custom-made habits and preferences in the latest report.
Loyalty goes mobile
If there’s anything beyond the hunger and convenience of MOA rewards, it’s the smartphone. Researchers find that most restaurant customers want seamless app-based ordering and loyalty in a single, integrated journey that ends in relationship satisfaction.
According to the latest Delivering on Restaurant Rewards book, âFive of the most common ways restaurant patrons want to interact with their restaurant’s loyalty programs actually involve their smartphones, with mobile check-ins at the top of the list. Fifty-four percent of restaurant loyalty program users want to use a mobile check-in program. 53% want reward alerts to appear in the app and 50% want to receive them by text.
At the macro level, the researchers found that 85% of all restaurant loyalty program users “want to interact with their restaurant loyalty programs using smartphone-friendly methods like these, which highlights the importance of shopping options and mobile-centric loyalty programs in restaurants. âCustomer engagement strategies for the future. “
Don’t reward me just for eating
QSR customers love to be rewarded with discounts and free food. In fact, up to 81 percent of those diners using loyalty will take the food, while 72 percent say they prefer the discounts.
Among all of these valuable findings in the August edition of Delivering on Restaurant Rewards, the fact that consumers want to be rewarded for activities other than ordering food has potentially major implications – not just right now, but certainly in the future. as MOA experiences mature.
Noting that 37% of customers of restaurants that use loyalty programs “would like to earn points for providing contact information, and 34% would like to earn points for supporting restaurants on social media, for example by giving them positive reviews or by sharing their dining experiences with friends and followers â, the report urges restaurants to use the data toâ reinvent their loyalty strategies and develop how consumers can support them while earning rewards â.