Restaurant Traffic from Loyalty Programs Doubled Over the Past Five Years, Study Shows

Restaurant loyalty programs are working, with loyalty traffic doubling from 2019 to 2024, according to data firm Circana, LLC.

“Loyalty programs remain a winning strategy and have been one of the few consistently effective ways to build restaurant traffic since 2019,” said Tim Fires, president of Global Foodservice at Circana, which released the new study on June 12. “However, enrollment gains alone do not guarantee success. Restaurants must make meaningful personal connections and create moments of surprise throughout the year.”

The research revealed that loyalty members now represent 39% of total restaurant visits. Loyalty traffic increased by 5% last year alone, even as overall restaurant traffic declined by 2%. At leading quick-service restaurant (QSR) chains, loyalty members account for half, or more, of total visits.

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According to the study, restaurant loyalty members visit 20 unique restaurant chains in a year, just as many as nonmembers. Based on an analysis of longitudinal receipt data from four of the largest loyalty programs in the United States, this finding challenges the assumption that loyalty program enrollment translates to brand exclusivity, the company said in a press release.

While loyalty members engage with multiple restaurant brands, they continue to represent a highly valuable segment for traffic growth. These consumers are heavier users of restaurants overall, making 22% more visits per year than nonmembers. While they don’t visit single brands exclusively, they frequent brands they’re enrolled in at twice the rate of nonmembers, allocating 8% of their total restaurant visits to that brand, compared to just 4% among nonmembers.

The rise in loyalty traffic underscores the lasting importance of these programs for pizzeria and other restaurant operators. “Loyalty programs not only help capture a greater share of visits but also generate valuable insights into guest behavior and preferences,” the press release stated. “When paired with syndicated industry and demographic data, restaurants gain the full picture, understanding how they compare to the broader market and what truly drives customer decision-making.”

It’s a lesson major pizza chains like Domino’s and Papa Johns have been applying for the past several years. As loyalty program adoption grows, brands must continue investing in multi-channel engagement strategies that extend beyond the app.

“The app isn’t the strategy—it’s one touchpoint in a larger experience that should include tailored promotions, exclusive content, and moments of delight,” Circana noted. “The restaurant industry thrives on experiences, and a loyalty program should reflect the same sense of hospitality, connection and delight that guests feel when they visit in person.”

Circana is a leader in providing technology, AI, and data to fast-moving consumer packaged goods companies, durables manufacturers, and retailers seeking to optimize their businesses.