Voices from the drive-thru: Our research on quick service restaurant loyalty programs
In this trio of reports, our experts in product research, quick service restaurants (QSRs), and loyalty share strategies and tactics to increase customer engagement, drive value for new and loyal customers, and foster brand affinity across audience segments in the US and Canada.
What we’ll cover in this study on quick-service restaurant loyalty programs
Constrained budgets and disruptive technologies are raising the stakes for quick-service restaurant loyalty programs. Customers expect innovative perks, personalized discounts, creative ways to earn points, and more from today's leading restaurant brands.
Although sophisticated digital experiences power loyalty programs, little public research is available regarding the specific digital features and experiences that support QSR customer loyalty. TELUS Digital's study offers unique insights into how your brand can increase overall customer lifetime value, answering questions such as:
- When do customers choose to use rewards?
- Why do customers visit quick-service restaurants?
- Do customers want more choices or a limited set of benefits from loyalty programs?
Use this research to explore how your brand's loyalty program can drive business value by:
- Building rewards awareness throughout the customer journey
- Using personalization to minimize complexity for customers
- Optimizing for efficiency and convenience through ongoing user analysis
Our recommendations serve as guiding principles to support your brand’s future innovation. They are starting points for further investigation into what elements of your loyalty program incentivize your fan base to keep coming back for more.
