How should QSRs rethink their loyalty programmes?
Euromonitor identified three key ideas to explore new ways to strengthen customer loyalty.
Loyalty programmes in the quick-service restaurant (QSR) industry are evolving as brands move beyond traditional points-based systems, shifting instead towards hyper-personalisation, emotional connections, and community-driven engagement.
Speaking at the QSR Media webinar, The Future of QSR – Loyalty, Digitalisation, and Market Dynamics in 2025, Julia Illera, research manager at Euromonitor International, underscored how changing consumer habits and economic pressures drive these changes.
“The industry is growing. We hit over US$3.1t in revenue last year, representing a 3.3% increase. Transactions were up almost 5%, but consumers are spending less per visit, leading to a 1% decline in average transaction value,” Illera said. “So this is telling us an important story about how people are adapting to today's economic realities.”
Digitalisation has transformed the QSR industry, particularly through delivery platforms. With third-party platforms, which now drive 70% of global sales, competition has further increased as these platforms launch their own loyalty schemes.
“Consumers are increasingly connecting with brands online and demanding personalised experience,” Illera said. “This is particularly true for younger generations because they tend to be more digitally native. So brands need to meet these expectations to stay relevant.”
To strengthen customer loyalty, Illera said there is a need to move beyond transactional as consumers today seek more than just discounts. They want to connect with brands that align with their values, whether through sustainability initiatives or social impact efforts.
Illera also said that personalised experiences reflect a brand’s understanding of its customers. As consumer engagement grows, so do expectations for deeper personalisation throughout the customer journey. AI is playing a crucial role in automating and accelerating this process, enabling brands to deliver more tailored products and services efficiently. For example, Burger King in the US, known as Hungry Jack’s in Australia, uses Bluetooth technology to recognise members in drive-throughs, display past orders, and make personalised recommendations for a seamless experience.
“Personalised interactions not only reduce waiting times but also create a more engaging experience, and it builds a stronger connection with your customers,” Illera said.
“Additionally, brands should take a dynamic approach to activating and nurturing brand communities, which have the power to inspire consumers, cultivate loyalists, and set a brand apart. Traditional engagement—such as sharing product updates, events, and offers—is evolving into a more interactive strategy. Instead of simply communicating information, brands are now integrating real-time leaderboards, challenges, and digital token exchanges, inviting users to participate actively and co-create experiences,” Illera said.
She also emphasised that successful loyalty programmes go beyond rewards, creating deeper emotional connections with consumers.
