UK QSRs turn to gamified loyalty programs

Rewards are now standard, with 93% managed through apps.

UK fast-food chains are increasingly adopting gamified loyalty programs to build stronger customer relationships and move beyond price-driven promotions.

“Gamification is becoming key to customer engagement,” Maria Vanifatova, CEO and founder of data analytics firm Meaningful Vision, told the QSR Media UK Redcat Conference and Awards 2025 in London on 16 June. “When people interact with an app regularly, they’re more likely to stay connected to the brand.”

Vanifatova said 75% of fast-food restaurants in the UK now run loyalty programs, and 93% of these are managed through apps. These programs often feature interactive tools that reward users with points, discounts, or free products for engaging with the brand.

She cautioned, however, that brands relying too heavily on discounts could lose long-term value. “It’s very dangerous to discount too much,” she said. “Some people just look for discounts and will always chase a better price. In this case, the brand will not benefit.”

Coffee and chicken chains have emerged as early adopters of gamified loyalty schemes. Coffee chains typically use the “10th cup free” model, while chicken brands lean into app-based rewards and bonuses.

She said delivery platforms are now key loyalty battlegrounds.

“Delivery platforms are both partners and competitors,” Vanifatova said. “If the customer is ordering online, they don’t care whether it’s from the store or the platform—it’s about who offers the better value.”

More than half of loyalty programs now offer incentives to new users, often in the form of bonus points or free products.

“As promotions and loyalty are essential tools, you need to invest in those who are willing to stay, not just those looking for the cheapest option,” she added.