Value Is the New Battleground for Loyalty

7 Min Read By MRM Staff

A third of diners said their favorite restaurant changed in the past 12 months, with “better food” (46 percent) and “better value” (40 percent) cited as the leading reasons, according to Tillster’s 2025 Phygital Index Report. The report found that loyalty is eroding as brands worked hard to offer new limited time offers, value meals, upgraded loyalty programs, and digital innovations.

The survey of 1,500 U.S.-based diners who recently ordered from a QSR, fast-food or fast-casual chai also found that value is about more than just price. Diners are looking for a better overall experience, from streamlined ordering to more inviting restaurant environments.

Among the report highlights:

Cost-conscious diners are rolling back their spending, not cutting it out: 45 percent of surveyed diners report they are visiting restaurants less often due to rising prices, with nearly half saying they’ve decreased their dining-out budgets in the past six months. At the same time, 21…