Restaurants Rethink Loyalty With Brand Partnerships and Creative Rewards

Quick-service restaurant (QSR) giant KFC has become the latest eatery to announce a rewards partnership with a video game company, collaborating with action role-playing game Diablo IV to offer in-game rewards when diners buy chicken sandwiches via the restaurant’s digital channels.

“As the fried chicken experts, we’ve set the standard in the fried chicken sandwich game,” KFC U.S. Chief Marketing Officer Nick Chavez said in a Thursday (June 1) press release. “Now, fans of Diablo IV can feed their hunger for both our best chicken sandwich ever and exclusive in-game rewards.”

The news comes as restaurants increasingly tap gaming companies’ loyalty followings to reach new audiences and drive engagement. For instance, fast-casual giant Chipotle Mexican Grill announced last month that it is partnering with video game company Capcom to offer customers in-game Street Fighter 6 currency as a reward for restaurant purchases. Back in 2022, IHOP debuted a partnership with Xbox to make gaming rewards available to the brand’s “International Bank of Pancakes” rewards program.

“Back in the day, loyalty programs used to do the ‘come in and get $1 off an entrée’ or a buy-one-get-one or anything like that, and we’ve all tried to get away from that,” Lauriena Borstein, chief brand officer for fast-casual chain Zoup Eatery, which in April announced a partnership with metaverse game ATLAS: EARTH, explained in a May interview with PYMNTS.

Loyalty Latecomer Panda Express Launches Rewards Program With Digital Fortune Cookies

In additional loyalty news, QSR chain Panda Express, the largest Asian restaurant chain in the United States, with 2,500 locations across the nation and 12 international countries, announced Tuesday (May 30) that it is launching its points-based rewards program across the U.S.

With loyalty programs having exploded in popularity during the early stages of the pandemic, and with many brands throwing their hats in the ring in the following years, Panda Express is something of a latecomer to the loyalty space.

In addition to the standard points model, the restaurant aims to set its program apart with distinctive, thematic rewards outside of financial incentives: collectible digital fortune cookie messages.

“Sharing good fortune is an important value at Panda, and we are delighted to launch our first rewards program nationwide as a heartfelt expression of gratitude toward our loyal guests for their continued support throughout the years,” Panda Express Chief Brand Officer Andrea Cherng said in a statement. “We look forward to engaging our guests in a playful and meaningful journey of good fortune as they collect unique prizes offering exceptional value every time they dine at Panda.”

Research from PYMNTS’ March study, “Connected Dining: Consumers Like the Taste of Discount Meals,” based on a February survey of more than 1,800 U.S. consumers, found that 51% reported using a restaurant loyalty program, with 49% participating in these programs at QSRs.

Moreover, many consumers want loyalty programs but do not get to use them. Twenty-eight percent of QSR customers who do not use loyalty programs cited the lack of availability at their favorite restaurants as a key reason.

Panera Adds Digital Ordering Options to Drive-Thrus Across the Country

As fast-casual bakery-café chain Panera Bread looks for ways to drive adoption of its digital platforms and rewards program, with eCommerce already accounting for more than half of the brand’s sales, the restaurant announced Wednesday (May 31) that it is adding digital ordering to its drive-thru locations across the U.S.

“Panera pioneered the idea of digital ordering in the restaurant industry, and for years, our guests have loved the option to order ahead and pick their items up on the Rapid Pick-Up shelf,” Chris Correnti, senior vice president of channels and guest experience at the restaurant company, said in a statement. “Now, we’re extending that convenience to the drive-thru, giving our guests another fast and convenient way to get their favorite Panera meal.”

The news comes on the heels of the chain announcing earlier this month two other initiatives to drive loyalty adoption: powering voice orders via Amazon’s Alexa and palm payments in stores via Amazon One exclusively for members of the program.

The latest move comes as consumers increasingly opt for pickup options such as drive-thru ordering as restaurant prices rise. Research from PYMNTS’ study “Connected Dining: Rising Costs Push Consumers Toward Pickup,” revealed that 48% of consumers have been more likely to pick up their restaurant orders themselves rather than have them delivered due to inflation.