Restaurants are actively seeking to engage consumers online, and many are focusing on enhancing their loyalty programs to draw customers into the digital realm and encourage repeat business.
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GLOAccording to research conducted by PYMNTS, consumers are gradually increasing their engagement with restaurants’ eCommerce options. Leading the way in this trend are bridge millennials, those aged between their mid-thirties and mid-forties, who are significantly outpacing other generations.
The data from the survey of nearly 2,500 U.S. consumers behind PYMNTS’ study, “ConnectedEconomy™ Monthly Report: The Urban-Rural Health Divide Edition,” revealed that restaurant customers across all age groups are embracing digital participation, with a 6.7% increase in their eCommerce habits.
However, bridge millennials are taking the lead, showing an impressive 12.8% increase in digital participation, which is twice the rate observed across the entire population.
Restaurants are actively seeking to engage consumers online, and many are focusing on enhancing their loyalty programs to draw customers into the digital realm and encourage repeat business.
For instance, Yum Brands, the parent company of popular quick-service restaurants like KFC, Taco Bell, Pizza Hut, and the Habit Burger Grill, recently partnered with the analytics platform Treasure Data to boost personalization. This move will allow the restaurants to target their rewards program offers and messaging more effectively, aligning with their vision of having 100% of sales powered by digital channels, as stated by Yum Brands Chief Data Officer Cameron Davies.
Similarly, Denny’s, a well-known full-service diner chain with numerous locations worldwide, unveiled an updated loyalty program that uses rewards and challenges to motivate customer behaviors based on their purchasing history. Denny’s President, John Dillon, emphasized that the new program enhances value for guests, catering to their preference for valuable dining experiences during these times.
Overall, as restaurants continue to invest in and prioritize digital engagement, bridge millennials stand out as the driving force behind the surge in eCommerce activity within the foodservice industry.
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