Millenials are the most loyal diners, according to research
New research from Aimia, the data-driven marketing and loyalty analytics company, revealed that millennials (18-24 year olds) are the most loyal customer group for restaurants and coffee shops.
Jan-Pieter Lips, President, International Coalitions at Aimia, said: “Millennials are a key market segment for restaurants. Our research shows they are willing to share their information with restaurants in return for offers and rewards which are tailored to their preferences and habits. This will strengthen restaurants’ long-term relationships with millennials, enabling brands to benefit from this captive audience. At the same time, our data shows the opportunity for restaurants to engage with older generations is as yet under-utilised.
Aimia’s Loyalty Lens research, which has monitored consumer attitudes quarterly since 2013, shows over half (52%) millennials feel loyal to restaurants and food and drink establishments, while only 39% of 45-54 year olds say the same.
The prevalence of loyalty schemes and the willingness of young people to provide personal information in exchange for rewards and benefits allow for an engagement that is not present in the older generation. According to the results of the study, a quarter (26%) of 18-24 year olds in the UK are members of a restaurant or coffee shop loyalty scheme. This compares to just 16% of 45 to 54 year olds.
Subway’s Subcard was found to be the most popular scheme amongst millennials who are members of a restaurant loyalty programme.
In addition, millennials are also found to be the most likely age group (18%) to plan increased spending on eating out in 2016 compared to the previous year. Only a quarter (26%) of 18-24 year olds opt to entertain at home instead of going out, suggesting that a larger percentage of the younger generation prefers to dine at restaurants and pubs.
According to the research, personalisation and tailored benefits are key to tapping into the potential loyalty of millennials. Over half of millennials (51%) will share personal information so that companies can send them relevant offers and discounts.
For millennials who are members of a loyalty scheme, Subway was the most popular at 58%; Costa Coffee Club was rated at 54%; Nandos Loyalty Card at 46%; Caffe Nero Loyalty Card at 35%; and My Starbucks Rewards at 26%.
