Loyalty traffic doubled in past 5 years and is more than a third of restaurant visits, study finds-
Ron Ruggless, Senior Editor, Nation’s Restaurant News / Restaurant Hospitality
June 12, 2025
Follow him on X/Twitter: @RonRuggless
Data agency Circana LLC released research Thursday that found restaurant loyalty traffic doubled from 2019 to 2024.
Data agency Circana LLC released new research Thursday that found restaurant loyalty traffic doubled from 2019 to 2024, and loyalty members now represent 39% of total restaurant visits.
“Since the restaurant industry thrives on experiences, a loyalty program should reflect the same sense of hospitality, connection, and delight that guests feel when they visit in person,” Circana said in the report.
The company said that based on an analysis of receipt data from four of the largest loyalty programs in the United States, this finding challenges the assumption that loyalty program enrollment translates to brand exclusivity.
“These consumers are heavier users of restaurants overall, making 22% more visits per year than nonmembers,” Circana said. “While they don’t visit single brands exclusively, they frequent brands they’re enrolled in at twice the rate of nonmembers, allocating 8% of their total restaurant visits to that brand, compared to just 4% among nonmembers.”
Loyalty traffic increased by 5% in 2024, even as overall restaurant traffic declined by 2%, Circana said. At leading quick-service restaurant chains, loyalty members account for half, or more, of total visits.
“Loyalty programs remain a winning strategy and have been one of the few consistently effective ways to build restaurant traffic since 2019,” Tim Fires, Circana’s president of global foodservice, said in a statement. “However, enrollment gains alone do not guarantee success. Restaurants must make meaningful personal connections and create moments of surprise throughout the year.”
As loyalty program adoption grows, brands must continue to invest in multi-channel engagement strategies that extend beyond the smartphone apps, Circana said.
“The app isn’t the strategy,” the company said. “It’s one touchpoint in a larger experience that should include tailored promotions, exclusive content, and moments of delight.”
See Original Article