Stronger QSR Loyalty Starts with Smarter Segmentation

A loyalty program alone is no longer enough to keep QSR diners loyal.The numbers don’t lie: The average American belongs to more than 15 loyalty programs overall and far fewer restaurant programs, but 78 percent of them would still consider switching to another brand. And for restaurants, the news is worse, since 2/3 of people have four or fewer restaurant loyalty programs.

The problem? Too many QSR loyalty programs offer generic deals that train customers to wait for the next discount. This turns programs into little more than coupon machines: 73 percent of loyalty program members expect to receive a reward every one-to-five orders.

To build deeper, more lasting relationships with customers, QSRs need to move beyond blanket promotions. This means anticipating what each customer wants before they ask for it and delivering a tailored offer at exactly the right moment — which is where predictive segmentation comes in. Instead of just grouping customers by demographics or…