What Diners Really Want from Restaurant Loyalty Programs

In today’s competitive restaurant landscape, building lasting relationships with diners is more important than ever. Loyalty programs are a key element of restaurant marketing, and have evolved from simple punch cards into strategic tools that drive engagement, increase visits and deepen customer connection. New research from Wunderkind reinforces why restaurants must deliver meaningful rewards, seamless digital experiences and personalized value to keep guests coming back.

• 72% of surveyed diners actively participate in at least one loyalty program. Millennials (55%) and Gen X (51%) are the most engaged, with Boomers trailing at just 13%. This generational divide shows that younger diners are significantly more responsive to digital rewards programs—especially when they’re compelling and easy to use.
• Many diners are selective in joining loyalty programs: 32% only sign up with their favorite restaurants, with Boomers displaying the most pickiness (47%).
• The most enticing perk? Free food or drink through a points-based system—favored by 61% of respondents. Following closely are exclusive discounts (46%) and birthday freebies (29%), which add a personalized, feel-good factor to the dining experience.
• 11% of consumers still express disinterest in loyalty programs, suggesting that restaurants need to go beyond basic offers. Wunderkind notes that instant rewards, such as a discount on the next visit or a free appetizer at sign-up, may help convert skeptics.
• Beyond rewards themselves, how diners access them matters. Mobile apps are crucial: 39% of diners say loyalty integration is a key motivator for app downloads. Apps that offer seamless ordering, exclusive deals, and real-time tracking make loyalty participation even more appealing.

For more insights, download Wunderkind’s 2025 Restaurants Consumer Insights report here.