The report shows that while just 1 in 10 consumers have actually paid to become part of a restaurant rewards program, half would do so if they felt the value exchange was adequate. The vast majority of respondents said that they prefer a program with a “clearly-defined proposition in which they earn points for rewards” rather than one “built solely on periodic, surprise free items.”
Attitudes and usage of rewards programs likely differ by age, and there has been a fairly significant demographic shake-up in restaurant visits over the past 5 years, per details from an NPD Group study. That study finds that the 55+ crowd has increased its share of restaurant traffic by 6% points since 2008, while Millennials have dropped their share of traffic by a corresponding 6% points.
About the Data: The LoyaltyPulse study was conducted through an online survey of U.S. consumers between the ages of 25 and 65 with household incomes of $75,000 or more. The respondents were selected from an online research panel provided by The Sample Network.