US research finds customer loyalty schemes help restaurants gain competitive edge

23rd August 2010, 9:57am

New research from the US-based National Restaurant Association has found that three-quarters of operators who run diner loyalty programmes said they helped grow business during the recession.

In addition, 90% says loyalty programmes give them a competitive edge, and the vast majority is planning to invest more into them because of their proven ability to drive business growth.

In the first in-depth loyalty study of its members, the National Restaurant Association partnered with Loyalty 360 to investigate the level of penetration of loyalty programmes in the restaurant industry.

The study revealed that:

77% of respondents said loyalty programmes helped drive business during the economic downturn

Nine out of 10 respondents said loyalty programmes give them a competitive advantage

84% plan to maintain or increase their programme investment in 2010

41% currently operate a loyalty programme, and 47% are planning to launch one

74% use social media to support their loyalty programme

Facebook was the most common social networking site used (65%), followed by Twitter (40%), and blogging (17%)

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