Согласно исследованию Digital Divide: Minding The Loyalty Gap, совместному PYMNTS и Paytronix, 68% потребителей размещают заказы в ресторане, а не через агрегатор, не реже одного раза в месяц, в ходе которого было опрошено 2414 взрослых американцев, регулярно покупающих еду в ресторанах.


PYMNTS found that 54% of consumers order from table-service restaurants at least once a month and 44% order from quick-service restaurants (QSRs) with that frequency.

Among those who place orders from QSRs, younger adults, the college-educated and individuals who earn more than $100,000 annually are the demographic groups most engaged with QSRs’ loyalty programs.

Sixty percent of the members of the youngest generation included in the survey — Generation Z — use loyalty programs at QSRs. The older the generation, the less likely the consumers are to engage with QSRs’ loyalty programs.

There are also differences by the consumers’ level of education. Fifty percent of those with a college degree use loyalty programs at QSRs, while 37% of those without a college degree do so.

Результаты различаются и по доходам. Пятьдесят процентов потребителей, которые зарабатывают более 100 000 долларов США, используют программы лояльности в QSR, по сравнению с 44 % тех, у кого доход составляет от 50 000 до 100 000 долларов, и 31 % тех, у кого доход менее 50 000 долларов.

Consumers who order from QSRs go about earning loyalty rewards in several ways. The three most common methods QSR customers use to earn loyalty rewards are based on the amount they spend (cited by 64% of these consumers), the number of visits (47%) and the number of products they purchase (43%).

Smaller shares of the consumers who engage with QSRs earn loyalty rewards by providing contact information (29%) and by giving social media support (18%).