Blog

Loyalty Programs for Restaurants

Jay Bandy • March 13, 2022

Why you should consider adding a loyalty program for your restaurant.

Loyalty programs is an essential tool to have in a business. According to Gartner, 80% of future revenues come from 20% of your current customers. 1 In addition, it was found that 78% of customers are more likely to continue to spend on a business if they have a customer loyalty program. 2

Ease of use. Loyalty programs should not be difficult to navigate for the customer, or for you and your employees. However, most loyalty programs are easy to use, and customers are familiar with the concept already.

Loyalty programs work in different ways. For example, a customer can repeatedly purchase items from a restaurant and their fifth purchase at the restaurant is free. Or in places like Starbucks, customers can earn points and use it towards certain items in the restaurant. If they earn 50 points, they can spend it on a small appetizer or drink, 100 points on a desert, etc.

Some restaurants are going further to build engagement through their loyalty programs. Customers can log into the restaurants loyalty app or email link and earn points through games, commenting on social media posts, etc.

Tips on Building Loyalty

Loyalty programs have many benefits for your restaurant and the customers that are, or will, be using it. As said before, 78% of customers are more likely to continue spending money at your restaurant if you have a loyalty program. They are 7.5 time more likely to recommend your restaurant and having a loyalty program increased engagement by 47%. 3

As mentioned previously, keeping your loyalty program simple is the key in its success. If it is too complicated or clunky, it will be frustrating for your customers and employees who must deal with the issues. Give customers the option to claim their rewards however they wish with certain menu items or offer gifts.

Additionally, loyalty programs work best when they are on a specific app. Most customers find it easier when the restaurant has its own app that they use for their loyalty program because it is easier to keep track of which loyalty program is for that specific restaurant or business. However, it can still be easy to navigate through phone numbers and emails, depending on your restaurant’s POS system.

Remember that the customers come first when it comes to building a loyalty program. If the customer ever has an issue with navigating the app or problems with earning their rewards, always provide a contact option in which they can reach for help. If the issue is big, offer compensation, or reward a few extra points.

Benefits of a Loyalty Program

Loyalty programs is one of the best forms of marketing. At least 47% of consumers have used a loyalty program and 65% of consumers have tried to earn points with a loyalty program at least once or twice. 4 In fact, increasing loyalty in your restaurant increases profits as well.

According to Grace Miller from Annex Cloud, she wrote: “The research conducted by Frederick Reichheld of Bain & Company which states: ‘increasing customer retention rates by 5% increases profits by 25% to 95%’ still stands true.” 5

In the United States, there are 3.3 billion loyalty memberships according to a report by Accenture. 6 In addition, around 90% of business owners have a loyalty program because of the benefits it provides. 7

Loyalty programs increase sales and revenue by driving frequency of visit. If there is a loyalty program, customers are willing to spend more money to get the necessary points needed for their next reward.

Customer loyalty programs increase customer engagement because restaurant owners can interact with their customers through their loyalty programs, which creates brand affinity and creates a reliable brand image.


Types of Loyalty Programs

Point Journeys

Point journeys are the most common form of loyalty building. Customers can purchase items and earn 1 point for every dollar spent and earn extra points if they reach a certain level in the loyalty program. Customers can also use the points earned to purchase a certain menu item or free customization, depending on your restaurant.

“[…] offer double points on specific items or days of the week to encourage customers to engage with the brand more often. The more incentives a consumer has with a restaurant, the more likely they are to reengage with the brand and promote it to peers.” 8

For example, Starbucks allows customers to earn a certain number of points, some ranging from 50-100 points if they purchase from their store a certain number of times on the same day. This allows Starbucks to earn more profit on a certain day where they need more customers.

Personalized Rewards

Restaurants can use their loyalty program to track their customers’ purchase histories to offer bonus reward points or free reward items when they reach a certain point in their loyalty building.

“Utilizing data and analytics, restaurants can identify preferences and priorities that help make their customers feel valued and more likely to return.” 9

Having said that, Starbucks and Papa John’s have loyalty programs where customers can earn points towards a certain item they purchase often or use the points they earn towards the customization of their menu item.

Overall, the type of loyalty program you choose to use for your restaurant depends on your customers’ purchase behavior and how they interact with you and your employees. As said before, the most common form of loyalty building is in forms of point journeys. However, there are plenty of other ways in which you can make it unique for your customers.

By Jay Bandy August 24, 2025
The Phenomenon From Baby Boomers to Gen Z: A Generational Divide The current decline in alcohol consumption is not a fleeting trend but an accelerating, long-term generational shift. A Gallup poll shows that the percentage of American adults who report drinking alcohol has fallen to 54%, the lowest point in three decades. This trend is particularly pronounced among the younger generation. According to research, the share of adults under age 35 who drink has dropped by 0 percentage points, from 72% in 2001-2003 to 62% in 2021-2023. This suggests that today’s young people are the least frequent drinkers in recent decades. These changes are starkly reflected in consumer spending data. In 2021, U.S. Gen Z consumers spent just over $2.2 billion on alcohol, the lowest amount compared to all other age groups. Further reports reveal that 21.5% of Gen Z abstains from alcohol entirely, while 39% consume it only on occasion. Additionally, Gen Z consumes about one-third less beer and wine than previous generations. These figures not only validate a bar owner’s concerns but also signal that the traditional “party-hard” model is becoming obsolete. This is not a temporary fad but a lasting trend that requires a fundamental business model adjustment. Taking a Different Path: The Unexpected Impact of Economic Factors When exploring the reasons for Gen Z’s reduced drinking, a commonly overlooked factor is the economy. While many attribute the shift to changing values, a senior beverage analyst at a drinks company put it bluntly: “Gen Z ain’t got no money”. Compared to previous generations, today’s young people have lower incomes, less stable employment, and many have yet to reach the legal drinking age. Their disposable income is naturally limited. Interestingly, data indicates that Gen Z spends the same proportion of their after-tax income on alcohol as Millennials did at the same age. This suggests that Gen Z isn’t inherently averse to drinking; rather, they simply have less money to spend. For bar owners, this means the challenge isn’t just about “selling alcohol” but about convincing consumers that, within a limited budget, “going out for a drink” is a worthwhile and high-value experience. This forces businesses to reconsider their value proposition: Are they selling a beverage or an unparalleled social experience?   The Drivers Health Above All: Prioritizing Physical and Mental Well-being Gen Z’s focus on physical and mental health is at an unprecedented level. They are more aware of alcohol’s negative effects than previous generations and see it as a potential health risk. A Gallup poll found that 53% of U.S. adults now believe moderate drinking is harmful to health, a view driven primarily by young people. Two-thirds of respondents aged 8 to 34 hold this view. Crucially, mental health awareness plays a central role in this trend. While Gen Z reports higher rates of anxiety and depression, they are also more willing to seek professional psychological help. They openly discuss their sobriety journeys on social media platforms to manage their emotions and cope with stress. For this generation, alcohol is no longer a tool for “relaxing” or “de-stressing.” Instead, it can be a stumbling block to emotional stability and quality sleep. In fact, 34% of Gen Z cite mental health as a reason for abstaining, and 46% say they are “simply not interested in drinking”. Therefore, bars can no longer position themselves solely as places of “indulgence” but must adapt to consumers’ pursuit of “self-care” and “wellness.” The Digital Footprint and the Desire for “Control” The digital age has fundamentally altered the rules of socializing for young people. The ubiquity of smartphones and social media creates a constant state of digital surveillance. In 1991, 64% of U.S. high school seniors had been drunk at least once, but by 2024, that figure had dropped to just 33%, with two-thirds of the decline occurring after 2012, the year smartphones became widespread. Today, the risk of leaving a “digital footprint” after getting drunk has evolved from a social faux pas into a permanent public record that is impossible to erase. This pushes Gen Z to be more cautious in social settings and to “maintain control and avoid embarrassing moments that might be documented online”. This desire for “control” stands in stark contrast to the “indulgence: mentality of previous generations. If bars continue to promote a “binge drinking” culture, they will be out of sync with Gen Z’s core values. Instead, creating an environment that encourages safe, mindful consumption and offers curated social experiences will meet their new demands. The Shift in Socializing: From “Drinking” to “Doing” Gen Z’s social life is being redefined. They prefer to socialize at home or at friends’ houses rather than at traditional bars and nightclubs. They are actively creating “activity-centered” social patterns, such as escape rooms, rock climbing, pottery classes, or immersive art exhibitions. In addition, “wellness-focused gatherings,” such as yoga classes and “sober raves,” are increasingly popular among Gen Z. These activities all provide an interactive environment for people to connect without relying on alcohol. The bar’s status as a social venue is facing unprecedented competition. It is no longer the only “place to go” and must now compete with a wide range of engaging activities. Successful bars need to transform their space from a simple drinking spot into a social hub that offers unique, non-alcohol-centric experiences. The business model must shift from selling beverages to selling a curated social experience. The Unexpected Impact of Demographics A subtle, but often overlooked, factor is a fundamental demographic shift. Traditionally, men, especially white men, have been the main drivers of alcohol consumption volume. However, their share of the drinking population is declining, being replaced by women and people of color—two groups that have historically consumed less alcohol. Today, women make up most alcohol consumers under the age of 25, and their average consumption is only half that of men. Furthermore, Gen Z is the most racially and ethnically diverse generation in U.S. history. This indicates that even if individual drinking habits within each demographic group remain unchanged, overall, per-capita alcohol consumption is bound to decline due to these population shifts. This is a structural, permanent challenge, not just a change in consumer sentiment. Key Drivers of the Sober Shift Health & Wellness Awareness of negative health effects; connection to anxiety and depression; viewing sobriety as a form of self-care. Economic Factors Lower disposable income; price sensitivity; a desire to save money. Digital Culture Fear of a permanent digital footprint; desire to maintain control; normalization of sober culture on social media. Social Norms & Demographics Shift to activity-centered socializing; rise of non-alcohol-centric events; a demographic shift towards groups who historically drink less (women, people of color).   The Strategy Rethinking the Product: Embracing the “No & Low” Menu Gen Z’s beverage choices reflect their preference for novel flavors and convenience. Studies show that spirits and Ready-to-Drink (RTD) products are the most popular categories among Gen Z, while traditional wine and beer have a mixed outlook. More than half of Gen Z drinkers “often or sometimes” choose non-alcoholic beers, mocktails, or low-ABV cocktails when socializing. Non-alcoholic beers like Heineken 0.0 and Guinness 0.0 are even considered “trendy” brands by Gen Z. Therefore, a bar’s inventory model must expand beyond traditional alcoholic beverages. Bars should position themselves as “beverage destinations,” not merely “alcohol providers.” Specific suggestions include: • Develop a premium mocktail program: Offer complex and visually appealing non-alcoholic cocktails to satisfy Gen Z’s desire for flavor exploration. • Curate a selection of non-alcoholic and low-ABV options: Create a diverse menu of non-alcoholic beers, spirits, and low-alcohol beverages. Highlight “better-for-you” qualities such as natural ingredients, organic fermentation, or functional ingredients like vitamins and adaptogens. By making non-alcoholic beverages a premium, core product line, a bar can directly meet Gen Z’s demand for health, self-care, and flavor innovation. Redefining the Venue: From “Intoxication” to “Experience” The shift in Gen Z’s social patterns requires bars to reimagine their reason for existence. If a bar is just a place for “drinking,” it will be unable to compete with at-home gatherings and new types of event venues. A bar must transform itself from a simple drinking spot into a place that offers a unique social experience. • Host activity-based social events: Organize regular weekly or monthly events centered around activities, such as trivia nights, board game nights, live music performances, or mixology workshops. • Cultivate a “third space” atmosphere: Create an environment that prioritizes community and genuine human connection. Make people feel comfortable and safe, whether they are drinking or not. This atmosphere provides a unique social experience that cannot be replicated at home, offering consumers a valuable reason to go out. Marketing Strategies for the Modern Drinker Traditional top-down advertising is largely ineffective for Gen Z, a generation of digital natives. They place greater trust in recommendations from friends, family, and relevant influencers. Successful marketing must be a two-way conversation that builds an authentic community around the brand. • Embrace a digital-first strategy: Invest heavily in social media platforms like TikTok, Instagram Reels, and YouTube. Produce short, shareable video content, such as 5-second cocktail recipes or fun behind-the-scenes clips. • Collaborate with micro-influencers: Partner with micro-influencers who have authentic niches in areas like mixology, wellness coaching, or food. • Encourage user-generated content (UGC): Create branded hashtags, filters, or remixable music to inspire users to post original content related to the brand. Use an authentic, creative, and inclusive tone, focusing on celebrating human connection and mindful drinking, and avoid outdated “party-hard” or “macho” imagery. The goal of a bar’s marketing should not be to convince Gen Z to drink but to show how the bar’s beverages and atmosphere can enhance the lifestyle they seek—one focused on health, fun, and authentic connection. Gen Z’s Preferred Drink Categories (Alcoholic and Non-Alcoholic) Preferred Categories Spirits (especially white spirits like tequila and flavored vodka), Ready-to-Drink (RTD) canned cocktails, hard seltzers, mocktails, non-alcoholic beers (e.g., Heineken 0.0), adaptogen-infused spritzers. Flavor variety, convenience, health consciousness, self-care, suits at-home socializing. Mixed or Declining Categories Traditional beer, red wine, heavy spirits. Lower consumption among women and people of color; does not align with “health” or “control” narratives; considered less novel in taste than spirits and RTDs. Goliath Consulting Group is a restaurant consultancy group based in Atlanta, Georgia. To learn more about our services including menu development, business strategy, marketing, and restaurant operations, contact us at http://www.goliathconsulting.com or email us at getresults@goliathconsulting.com
By Jay Bandy August 24, 2025
The use of constant gentle pressure in leadership helps move people and organizations to be successful.
Man and woman looking at a tablet for AI in restaurants.
By Jay Bandy July 11, 2025
AI is helping restaurants streamline operations, cut costs, and enhance guest experience with smarter tools.
By Jay Bandy June 28, 2025
Learn how restaurant robotics is helping operators manage labor shortages, streamline service, and improve efficiency across the kitchen and dining room.
By Jay Bandy June 8, 2025
Get your restaurant kitchen summer-ready with practical tips to improve airflow, keep staff cool, protect ingredients, and maintain peak efficiency in hot weather.
By Jay Bandy May 26, 2025
Find the right content creator for your restaurant and grow your brand with content that connects, converts, and drives real traffic.
By Jay Bandy May 14, 2025
Smart restaurant collaborations can boost sales, expand your reach, and strengthen community connections—when they make sense for your brand.
By Jay Bandy May 1, 2025
Discover how to turn your restaurant's social media into a powerful tool for customer engagement, brand growth, and lasting success.
By Jay Bandy April 22, 2025
From rising food costs to changing menus, restaurants are adjusting to new tariffs that impact everything from seafood to wine. Here’s what these changes mean for your dining experience.
By Jay Bandy April 19, 2025
Explore how strong hospitality practices boost customer loyalty, drive positive reviews, and elevate your restaurant’s overall guest experience.