Il 68% dei consumatori effettua ordini da un ristorante, non tramite un aggregatore, almeno una volta al mese, secondo Digital Divide: Minding The Loyalty Gap, una collaborazione tra PYMNTS e Paytronix che ha intervistato 2.414 adulti statunitensi che acquistano regolarmente cibo dai ristoranti.


PYMNTS found that 54% of consumers order from table-service restaurants at least once a month and 44% order from quick-service restaurants (QSRs) with that frequency.

Among those who place orders from QSRs, younger adults, the college-educated and individuals who earn more than $100,000 annually are the demographic groups most engaged with QSRs’ loyalty programs.

Sixty percent of the members of the youngest generation included in the survey — Generation Z — use loyalty programs at QSRs. The older the generation, the less likely the consumers are to engage with QSRs’ loyalty programs.

There are also differences by the consumers’ level of education. Fifty percent of those with a college degree use loyalty programs at QSRs, while 37% of those without a college degree do so.

I risultati differiscono anche in base al reddito. Il 50% dei consumatori che guadagnano più di $ 100.000 utilizza programmi fedeltà ai QSR, rispetto al 44% di quelli con un reddito compreso tra $ 50.000 e $ 100.000 e al 31% di quelli con un reddito inferiore a $ 50.000.

Consumers who order from QSRs go about earning loyalty rewards in several ways. The three most common methods QSR customers use to earn loyalty rewards are based on the amount they spend (cited by 64% of these consumers), the number of visits (47%) and the number of products they purchase (43%).

Smaller shares of the consumers who engage with QSRs earn loyalty rewards by providing contact information (29%) and by giving social media support (18%).