Food brands uplevel brand loyalty by offering unlimited dining passes
Trend - For their most loyal of fans, a number of brands in the food industry are offering unlimited membership passes. This allows those with intense brand love to receive greater value from their loyalty to the company and speaks to the growing consumer desire for more generous loyalty rewards from their favorite restaurants.
Insight - Whether consumers shop in higher-end or more affordable markets, the idea of "exclusivity" is a key motivator for many. Having "special" access to products and services is often the primary perk for those with higher incomes, and for those who shop mass-market it offers something that they're not as accustomed to, and the added perception of luxury. Thus, special customer-targeted perks are able to create a sense of loyalty between the customer and the brand.
Insight - Whether consumers shop in higher-end or more affordable markets, the idea of "exclusivity" is a key motivator for many. Having "special" access to products and services is often the primary perk for those with higher incomes, and for those who shop mass-market it offers something that they're not as accustomed to, and the added perception of luxury. Thus, special customer-targeted perks are able to create a sense of loyalty between the customer and the brand.
Workshop Question - What perk or benefit would surprise and delight your brand's most loyal fans?
Trend Themes
1. Unlimited Loyalty Programs - Brands in the food industry are offering unlimited loyalty passes to their most loyal customers, tapping into the growing consumer desire for rewards.
2. Food Delivery Subscription Services - Food delivery apps are offering unlimited delivery options for a monthly fee, creating greater consumer loyalty and driving them to be customer-focused.
3. Recipe Discovery Subscriptions - Subscription services focused on cookbook and recipe discovery are applying the Spotify model to cooking by providing users access to personalized recommendations and new techniques.
Industry Implications
1. Restaurant Industry - Restaurants are creating loyalty programs and incentives for customers to increase customer loyalty.
2. Subscription Services Industry - Subscription services focused on cookbook and recipe discovery are providing users with access to personalized recommendations and new techniques.
3. Food Delivery Industry - Food delivery apps are increasing consumer loyalty by offering unlimited delivery options for a monthly fee.
