Infographic: Adding loyalty to the menu - does it pay off?

The infographic is based on research around loyalty habits in the F&B sector and examines some of the benefits of creating a loyalty programme, as well as looking at the most effective way to reach diners, what to offer, and how to communicate with customers.

Key findings include the fact that eight times as many people will visit a restaurant opening if there are freebies on offer, and restaurants which offer a discount on their specials win more customer loyalty in the long run.

Additionally, it found that customers with a loyalty card are twice as likely to buy something than those without one, and 80 per cent of diners would sign up to a loyalty scheme if their favourite restaurant offered one.

Mobile is becoming an increasingly important channel for loyalty, with 73 per cent of smartphone users likely to download a loyalty app. However, 74 per cent of diners who enrolled in a loyalty scheme said their preferred method of contact was email.

Ben Chesser, CEO and founder of marketing and loyalty platform provider Coniq, told BigHospitality: “Many players in the food and beverage sector have been using loyalty schemes effectively to garner loyalty, create upsell and attract new customers. The sector is really waking up to the benefits of loyalty in the marketing mix and is much more willing to experiment with new ways of engaging customers. However, there are still many restaurants not operating schemes, and these findings clearly demonstrate the dramatic effect they have and the benefits that can be achieved. We are excited to see what 2015 holds for restaurants.”