Digital sales have more than tripled for restaurants since the start of the pandemic, says Paytronix’s Annual Order & Delivery Report. Other research mirrors these findings, suggesting that digital is increasingly a differentiator for restaurants. According to the Restaurant Readiness Index, restaurants now generate around 40% of their total sales by selling to customers online, via a mobile app, using third-party aggregators, or via other digital ordering options.

But this isn’t the only way that restaurants can compete for the attention of digital customers. The RR Index also found that 16.1% of restaurant customers would be more inclined to order from restaurants that offer loyalty and rewards features, making this the most-desired digital feature. What’s more, 16.7% also said that loyalty or rewards programs would be the one feature that would encourage them to spend more at any given restaurant.

Digital rewards are driving higher frequency and spend among digital customers

A small number of quick-service restaurants offered canadian email list for sale digital loyalty schemes before the pandemic. Therefore, such as Starbucks and Chipotle, but the pandemic has spurred many more to do so.

McDonald’s is the latest to bet on digital loyalty. Therefore, with the fast food chain now piloting its MyMcDonald’s Rewards program in the UK. It has launche in 10 restaurants in England. Therefore, with plans to add 65 before the end of January. And roll out nationwide by the end of this year. Customers can access the scheme via the MyMcDonalds app, and earn points which can eventually be redeemed for menu items. 

Engaging customers through deeper personalisation

Digital loyalty schemes aren’t only about driving top line sales, of course. Restaurants want data, in turn using it to create personalised experiences that deepen engagement with loyal customers. This is particularly important given the amount of choice within the quick-service market. Therefore, and the fact that customers are likely to be loyal to more than one restaurant. According to PYMNTS’ ‘Digital Divide: Mind The Loyalty Gap’ report, 64% of customers who use loyalty programs do so at multiple restaurants from which they frequently purchase.

Going beyond transactions to drive emotional loyalty

Alongside personalisation, restaurants are also integrating gamification into digital loyalty programs. Therefore, which can help to incentivise the customer to continue being active. Starbucks Rewards members have been able to play games such as Starland (celebrating the company’s 50th anniversary). And the Starbucks Summer Game for a chance to win either badges in-game, prizes, coupons or raffle tickets.