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Loyalty at Full-Service Restaurants and Accuracy at Drive-Thrus

Loyalty at Full-Service Restaurants and Accuracy at Drive-Thrus

It’s hard to believe that fall is right around the corner! But we’re closing out summer with some hot consumer data from our regular Flash Points; pulse surveys of everyday consumers across North America on a wide range of issues affecting customer experiences.

Below are some key findings regarding:

Loyalty programs at full-service restaurants

With a number of brands recently updating their loyalty programs, we asked consumers specifically about their loyalty experiences with full-service restaurants.

  • We found that 66% of customers reported being members of a loyalty program at a full-service restaurant.
  • Of these, 64% learned about the loyalty program from signage at the restaurant, 35% from an email about the program, and 29% from an employee at the restaurant.
  • The preferred type of reward is free items at 49%, followed by a monetary discount at 35%, and gift cards at 8%.
  • The majority of consumers, 80%, find it easy to collect loyalty points but for those who do not the leading reason is they forget to collect them, 52%, followed by not knowing how to collect them, 42%, and feeling uncomfortable asking their server, 21%.

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The importance of accuracy at the drive-thru

Ahead of the 2023 Annual Drive-Thru Study launching next month, here are a few data points drive-thru operators need to know.

  • Order accuracy is the leading factor when it comes to drive-thru experience with 41% of consumers saying it is the most important aspect followed by food quality at 34% and timeliness at 20%.
  • 94% of consumers reported they will get an incorrect order fixed, but 14% will only do so if they notice it at the pickup window and 36% will only do so if they notice before they leave the location.
  • Missing food and beverage items are the leading cause of poor drive-thru experiences with 84% of consumers listing it as part of their poor experience followed by the process taking too long at 64% and unfriendly staff at 59%.

For more information on the latest drive-thru trends and performance metrics across ten of the top quick-serve restaurants, our 2023 Annual Drive-Thru Study will be released on October 2nd! Sign up to get your copy here or via the button below.

 

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What's your burning question?

We want to help you make informed business decisions. Each of our Flash Points typically collect between 1500-3000 responses in a 24-48 hour period — free of charge!

If you have a burning question, submit your question and the results will be emailed to you the results once the data has been collected. Submit your question here or email letschat@intouchinsight.com.

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