Restaurants looking to drive loyalty adoption might want to consider adding a subscription program to attract rewards-minded customers.
By the Numbers
According to data from the February/March edition of PYMNTS’ Digital Divide study, “Digital Divide: Restaurant Subscribers And Loyalty Programs, created in collaboration with Paytronix, which drew from a survey of more than 2,000 U.S. consumers, 58% of restaurant subscription holders report that loyalty programs are “very or extremely important” to their choice of restaurant. This share is well above the 10% of those who are uninterested in restaurant subscriptions who said the same.
See also: Report: Four in 10 Consumers Open to Restaurant Subscription Services
The Data in Action
In an interview with PYMNTS, Sweetgreen Chief Digital Officer Daniel Shlossman explained that the company’s test of a subscription program, Sweetpass, which offered a $3 credit back on one purchase a day for 30 days for a $10 one-time fee, helped boost loyalty.
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He noted that the offering not only increased the frequency of customers who already purchased often but also of those who had not been active in a while and of new customers.
“We saw that, no matter what type of customer you were, you came back more often in that period,” he said.
Related news: Sweetgreen Spins Purchases Into Personal ‘Challenges’ to Drive Mobile Engagement
