When cravings become rituals, loyalty kicks in.
A QSR doesn’t win when someone grabs a sandwich once; it wins when that sandwich becomes their Tuesday thing. The real power of loyalty programs isn’t just in driving purchases, but in shaping patterns.
Because at the end of the day, loyalty isn’t a discount, it’s a decision. One that your customer makes over and over again, often without realising it. And every well-timed offer, seamless app experience, or “just-for-you” nudge helps turn a one-time craving into a long-term habit.
This month, we explore how QSRs can go beyond impulse. We’re talking habit loops, loyalty-triggered UX, and the hidden cues in your data that reveal when a customer’s about to become a regular.
Ready to make loyalty less of a program, and more of a pattern?
Even as overall traffic dipped 2%, loyalty program visits doubled since 2019 and now drive 39% of all restaurant traffic. This is loyalty turning into habits, and answering its impact on revenue!
When rewards programs are executed correctly, they don’t just attract people once; they change behaviour. They train frequency. They create default choices. And in a shaky industry climate, that’s proving to be a competitive edge.
Just look at the numbers:
- Starbucks loyalty members made up 59% of U.S. company-owned transactions in Q2.
- At a category level, loyalty-driven traffic rose 5% YoY, even as general traffic declined.
- And QSRs are doubling down. From Chipotle’s “Summer of Extras” to AI-powered loyalty tools, brands are using every lever, from personalisation to perceived value, to build stickier programs.
In an environment where only 43% of restaurant brands saw same-store sales growth in May, and even giants like McDonald’s are feeling the pinch, loyalty isn’t a nice-to-have; it’s a survival strategy for guest loyalty seekers such as QSRs and restaurants.
With traffic softening, QSRs double down on loyalty programs, menu innovations, and technology
We’ve seen the numbers. Now here’s the strategy behind them.
Loyalty program traffic is growing, not because more people are signing up, but because the best programs are changing how people behave. The difference between a flash-in-the-pan points program and a true revenue driver comes down to one thing: engagement.
For QSRs, this means going beyond feel-good metrics like signups or downloads. The real loyalty win is when your regulars start coming in just a little more often, or spending a little more each time.
- That’s habit formation.
- That’s behavioural design.
- And that’s where loyalty becomes measurable growth.
But building that kind of program takes more than a punch card or flashy app. It’s about knowing which levers to pull, from capture rate to personalised perks, gamified journeys to timing the “third visit.”
Not sure where to start? Our latest blog breaks down the QSR loyalty playbook, from strategy to execution.
QSR Loyalty: The Ultimate Customer Experience
NEWS FROM LOYALTY WORLD
- Food Choices Change, Behaviours Shift: QSR and Restaurant Loyalty
According to the Mintel 2025 Global Food and Drink Trends report, consumers are craving emotional security and dependable routines, especially from the food and drink choices they make.
Here’s what’s shaping QSR loyalty through the lens of consumer psychology:
- Forty-five per cent of global consumers say that food and drink provide emotional well-being and help maintain daily structure.
- Consumers are seeking reliable rituals from brands that offer comfort, consistency, and control over their choices.
- As wellness becomes increasingly emotional, feel-good moments tied to eating and drinking habits are gaining value.
- “Mood-boosting menus” and repetitive behaviours are becoming anchors for decision-making.
- Even tech-powered loyalty experiences are expected to reinforce the desire for familiarity, not just novelty.
“In times of uncertainty, familiar food and drink rituals will bring people joy, comfort, and reassurance.” — Mintel, 2025
For QSRs, this reinforces what loyalty programs should be aiming for: emotional relevance, not just transactional rewards. The most effective programs will be those that tap into existing behaviours. Like daily coffee runs or weekend takeouts, and improve them with timely, comforting, and personalised engagement.
Customers don’t just want points. They want predictability.
https://www.mintel.com/insights/food-and-drink/global-food-and-drink-trends/
- Chipotle’s Loyalty Play: From Freepotle to Frequency
Chipotle didn’t overhaul its menu. It didn’t slash prices. It redesigned the habit.
The QSR giant has quietly turned its loyalty program into a behaviour-building engine through real-time personalisation, gamified engagement, and recurring seasonal perks.
The headline feature? Freepotle, a campaign that grants loyalty members 10 surprise “food drops” throughout the year, like free guac, drinks, or double protein.
The results speak for themselves:
- Rewards membership grew to over 36 million in 2023, up nearly 14% year-over-year
- Chipotle reports increased visit frequency and customer spend among loyalty members
- Real-time offers and gamified experiences deepened engagement, especially among younger customers
Chipotle proves that the future of QSR loyalty isn’t static. It’s smart, timely, and behavioural. Instead of offering the same perk to everyone, it builds a system where each reward feels earned and encourages the next visit.
Loyalty isn’t about the biggest discount. It’s about the next reason to come back.
- Domino’s Loyalty Gets Strategic with “Emergency Pizza”
After facing stagnating U.S. sales, Domino’s decided to reframe how loyalty works, not just as a points system, but as a safety net.
Previously, their loyalty program focused on transactional rewards. But during a period of softer performance, the brand shifted toward emotional resonance and urgency. Enter: the “Emergency Pizza” campaign, a bold move offering free pizza to members within 30 days of a qualifying order.
The offer positioned Domino’s as more than just a pizza brand. It became a backup plan, a comfort provider. And it worked. The campaign attracted 2 million new loyalty members and helped stabilise sales during an otherwise challenging stretch.
The success led Domino’s to double down on this direction, relaunching the campaign again the following year.
This case shows that relevance trumps routine in loyalty design. By combining emotional storytelling with flexible, immediate rewards, Domino’s didn’t just boost enrollment; they built loyalty that felt personal, even when the offer was universal.
https://www.wsj.com/business/hospitality/dominos-emergency-pizza-promotion-033aa247
Loyalty Tip of the Month
The First Bite Isn’t What Hooks Them, It’s How You Make Them Feel
Customers don’t fall in love with a program because of the points. They come back because of how you make them feel.
In fast-paced environments, the smallest signals matter. A well-timed reward. A “just-for-you” perk. A familiar tone in your message. These are the moments that turn a casual order into a connection.
Want to build guest loyalty that lasts?
- Lead with warmth, not just offers
- Make early interactions personal and easy to love
- Show gratitude before asking for another visit
Emotional loyalty isn’t a stretch goal; it’s the quiet reason behind every return visit. Because when guests feel something, they start to come back on instinct.
Loyalty starts with a feeling. And feelings, when reinforced, become habits.
https://www.linkedin.com/feed/update/urn:li:activity:7344318943236448256
Insight of the Months
In 2025, loyalty is shifting from points to people. According to Mintel’s latest global report, today’s consumers are no longer loyal just to brands; they’re loyal to communities that reflect their identity, purpose, and emotional needs.
And the numbers speak for themselves:
- 91% of UK consumers say competitive socialising (think games, leagues, or team-based perks) helps them feel closer to others.
- 71% of Argentinians value community support when making decisions.
- 88% of Canadians who are new to the country say they engage more when brands celebrate local traditions.
So what does this mean for QSRs?
Loyalty programs can’t just deliver value; they need to deliver belonging. Customers want to feel like part of something. Whether it’s a seasonal badge, a team-based challenge, or perks tied to local rituals, the future of loyalty looks more social, more local, and more emotionally resonant.
In 2025, the most successful QSRs won’t just be feeding cravings. They’ll be building communities, one reward, one shared experience at a time.
https://www.mintel.com/insights/consumer-research/global-consumer-trends/
Welcome to Your Loyalty Calendar: August Edition!
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