Attracting New Customers And Creating Greater Loyalty

Customers Want Quick Serve Restaurants to Go All In On Incentive- and Loyalty-Based Programs

Image from report - Attracting New Customers and Creating Greater Loyalty
Customers Want Quick Serve Restaurants to Go All In On Incentive- and Loyalty-Based Programs

Restaurant News Resource

The Media Division of Publishers Clearing House (PCH) today announced the results of a new study on customer behavior as it related to dining at quick serve restaurants (QSRs). The report, titled, Attracting New Customers and Creating Greater Loyalty is What’s on the Menu for Quick Serve Restaurants, examines how customer behavior is heavily influenced based by how QSRs implement incentive-based programs to reward them for their patronage.

In a study of more than 2,600 registered members of its online community, the report illustrates that in the world of QSRs, customer loyalty often extends only as far as the next incentive or reward. Programs such as restaurant apps have become essential tools in keeping customers coming through the door as they provide the vehicle to deliver continuous promotions and cost savings – an approach favored by more than half of all respondents.

“QSRs are in a constant battle for customer acquisition and retention. It’s a viscous cycle that never ends because as soon as one brand stops offering an incentive, there is another one to fill its place,” says Steve Bagdasarian, GM of PCH’s Media division. “QSRs need to focus their efforts on attracting new customers and then making it more attractive for them to stay than to try out the competition.”

As hard as QSRs are trying to build customer loyalty and boost retention, the competition is trying just as hard to lure them away. Data from the report highlighted that receiving a coupon would be incentive enough to try a new QSR for nearly half of all respondents. Another 20 percent would be willing to choose a competitor if they offered a rewards program.

Loyalty can no longer be taken for granted. Data shows that customers are willing to try new brands when they receive a compelling offer and it’s a constant game of one-upmanship among QSRs to bring the most attractive incentives to market. For QSRs, the ability to attract and retain customers has become as much about providing the right level and type of incentive as it is delivering a quality product.

Check out the report.



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