By 2024, nearly half of new restaurant loyalty program signups came from Gen Z, and that share has continued to grow as members of the 14-29 age range increase spending. Gen Z consumers place higher-than-average importance on loyalty or rewards programs when choosing where to eat, across dine-in, delivery, and takeout behaviors and across service segments. The generation grew up with smartphones and experienced a pandemic-driven surge in mobile ordering and digital payments, making digital ordering, real-time rewards, and seamless app experiences baseline expectations. When loyalty experiences are clunky, Gen Z switches brands; when they are frictionless, Gen Z remains engaged.
"By 2024, nearly half of all new loyalty program signups came from Gen Z as the cohort overtook millennials as the most active generation in restaurant rewards programs for the first time, according to data from PAR Punchh, a loyalty program software from the foodservice tech company PAR Technology. That number has only increased as more and more of the generation, aged 14-29, start flexing their spending power."
"Singh argues that the generational takeover is structural, not cyclical. Gen Z grew up with smartphones and came of age during a pandemic that turbocharged mobile ordering and digital payments. For them, digital ordering, real-time rewards, and seamless app experiences aren't just perks - they're table stakes. 'When loyalty is frictionless, Gen Z shows up,' Singh said. 'When it's clunky, they move on immediately.'"
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