Loyalty Programs, Restaurant Marketing
The fast-food industry saw a rise in loyalty programs in the last few years as brands worked to find innovative ways to satisfy their customers when dine-in services came to a screeching halt. For a few select QSRs, the hard work has paid off significantly.
Loyalty programs are made up of multiple moving parts, including the brand-specific methods that set them apart from the competition. Here are three QSR loyalty program strategies that are successful right now. (We included a bonus brand, too.)
1. Panera Bread: Unlimited Sip Club
Panera lovers everywhere no longer have to worry about choosing between a Passion Papaya Green Tea or an ice cold soft drink, thanks to the brand’s latest subscription service. The "Unlimited Sip Club" beverage subscription allows any MyPanera Rewards member unlimited access to any eligible beverage, complete with free refills, for $10.99 a month.
The incentive is a hit for the chain, driving record mobile app activity since its launch in April of 2022.
2. Burger King: Free fries every week for a year
How does free fries every week for a year sound? That’s what QSR chain Burger King is offering its mobile app users.
The campaign is part of Burger King’s Royal Perks loyalty program. Customers can get any size fry added to their purchase with no cost as long as they’re a Royal Perks member.
3. McDonald's: Free fries every Friday
Friday just got even better.
McDonald’s is giving away free fries every Friday to kick off the weekend for their loyalty program members. To be eligible for a free fry, customers must have downloaded, registered and signed in via the McDonald's app.
The app currently has over 20 million users.
4. Honorable mention: Taco Bell Lover's Pass Subscription
Earlier this year, Taco Bell announced the debut of their first-ever nationwide taco subscription service.
The fast-casual restaurant called it the “Taco’s Lover’s Pass” program, a 30-day service allowing customers to redeem one taco a day for $10.
The Taco Lover’s Pass program was an extension of the brand’s mobile app marketing and resulted in a 20% increase in new rewards members. Taco Lovers Pass members ate with the brand three times more than non-members.
Loyalty programs have found a new home with QSRs, and they’re fitting in nicely. Offering customers something valuable while remaining true to their brands has proven to be quite successful for restaurant marketers. How will you make your loyalty program work for you?
