Best Restaurant Loyalty Programs 2024 & Why They Work

In fashion, 2024 is the year of pastel peach. 

In tech, it’s the year of generative AI.

But in the restaurant industry? 

It’s the year of the loyalty program. 

From old-timers like Domino’s to digital up-and-comers like Chopt, restaurants of all kinds are working on bigger, better, and sometimes brand-new loyalty programs… 

And here’s why you should care. 

Why Restaurant Loyalty Programs Matter in 2024

Restaurant loyalty programs are searing hot right now… but not in the same fleeting, “quick-to-expire” way as some other restaurant trends. 

(We’re looking at you, charcoal ice cream.) 

Loyalty programs are trendy right now because they work. 

From a customer’s POV:

• 81% of people would join a restaurant loyalty program if it was an option
• 96% of existing loyalty program members feel they get “more bang for their buck” 
• 77% of consumers buy/spend more from the places they feel a sense of loyalty to 

And from a restaurant owner's POV: 

• 15-25% is how much top-performing loyalty programs can boost revenue
• 9% is how much higher the AOV is for loyalty program members vs non-members
• 57% of restaurant owners plan to invest in a loyalty program this year 

Building brand loyalty is key to effective marketing. Learn more in our Restaurant Marketing Guide. 

The 3 Best Restaurant Loyalty Programs in 2024 (And Why They Work)

#1 — Potbelly: The Best Restaurant Loyalty Program for Gamification

The Stats

• Active Loyalty Members → 2.2M (Q4 2022)
• App Downloads → ~90K (in Q1 2024)
• Digital Sales → 41% of total sales (Q1 2024) 

How It Works 

Potbelly’s loyalty program — aptly named Potbelly Perks — was first launched in 2021. 

However, in January of this year, Potbelly’s loyalty program was completely reimagined, relaunching with a fresh new app interface and an even fresher new take on rewards.

Here’s how the new Potbelly Perks are better than ever before:

Why It Works 

• Short Pipeline from Spend > Reward 
  • With redemption options as low as 200 Coins, Members only need to spend $20 to get a reward (easily doable in a visit or two). With almost a 1:1 ratio for trips to rewards, signing up for Potbelly Perks instantly becomes a no-brainer.
• Gamification of Spending Through Tiers
  • Potbelly’s newly introduced spending tiers gamify the program for Potbelly-lovers everywhere. Fans can challenge their friends to reach Boss status, strategize on saving and spending Coins, and enjoy increasingly better earnings over time. 

#2 — McDonald’s: The Best Restaurant Loyalty Program for User Experience 

The Stats

• Active Loyalty Members → 150M globally (Q1 2024)
• App Downloads → ~6M (in Q4 2023)
• Digital Sales → $20B+ (Q4 2023)

How It Works 

McDonald’s rewards program launched in July 2021 as part of the brand’s larger Accelerating the Arches growth strategy.

The rewards program — MyMcDonald’s Rewards — is designed to reward customers for one thing: simply enjoying their favorite menu items. 

Everything on the McDonald’s menu is game for rewards, with Members earning 100 points per dollar spent on… well, anything. And, considering redemption offers start as low as 1,500 points, it’ll only cost Members two Big Mac combos before they earn enough points for a free ice cream cone. 

(...as long as the ice cream machine isn’t “broken” when they go to redeem it.) 

Despite the success MyMcDonald’s Rewards has already generated, the burger brand doesn’t plan to slow down. 

McDonald’s Global Chief Marketing Officer, Morgan Flatley, says the brand plans to start a “digital marketing fund” in 2025, working to improve in-app personalizations and inspire “next-generation loyalty” with bigger (and better!) redemption offers for Members. 

Why It Works

• Good In-App UX 
  • McDonald’s app makes earning and redeeming rewards easy. From automatic point generation as soon as you pay to “recently ordered” and “favorites” sections, the app’s UX makes it the easiest and best ordering option. 
• Point Expiry = Scarcity
  • Although McDonald’s points are easily generated, they do have an expiry date. That incentivizes folks to visit McDonald’s, make the most of their rewards, and probably buy a few other items while they’re there. Might as well, right? 

Inspired by the Golden Arches? Create a marketing plan with our Restaurant Marketing Guide. 

#3 — Krispy Kreme: The Best Restaurant Loyalty Program for New Members

The Stats

• Active Loyalty Members → 15M+ (Q4 2023)
• App Downloads → ~10K (in Q1 2024)
• Digital Sales → ~$3.5M (Q1 2024)

How It Works 

The original My Krispy Kreme Treats App — and its in-app rewards program called “My Sweet Rewards” — was launched in 2015. 

The original My Sweet Rewards was a simple punch-card system, where members got a free item after purchasing 12 of the same item.

But, in April 2024, Krispy Kreme announced some changes. 

The new program — now called Krispy Kreme Rewards — introduced “a more generous points system,” with Members earning 10 points per $1 spent… plus, you “earn” a free doughnut just for signing up!  And, instead of limiting Rewards redemption to the same thing you just bought 12 times, Members can redeem points for any of the classics.

When asked about the new program’s “why,” ease and convenience were top priorities.

“While other brands seem to be making it harder on loyalty members, we’re making Krispy Kreme Rewards easier and even more generous,” said Dave Skena, the brand’s Global Chief Brand Officer. “We take… pride in being generous to all our guests, and that’s not changing.”

Why It Works

• More Customer-Led Choice 
  • Instead of restricting redemption to items a Member has already bought (and, quite frankly, is probably tired of by purchase #12!), the new rewards system puts the power back in the customer's hands. Autonomy with rewards is always better. 
• Leans Into Brand Strengths
  • When you think “Krispy Kreme,” you think of doughnuts. Their Rewards system perfectly balances that brand strength with customer choice, with Rewards that can be earned on anything, but only redeemed on a smaller, classic selection.

What Successful Restaurant Loyalty Programs Have in Common

On the surface, Potbelly, McDonald’s, and Krispy Kreme have completely different restaurant loyalty programs — some focus on Coins and Cordon Bleu’s while others have dialed in on doughnut deals. 

But, if you focus less on the logistics and more on the vibe… 

Then these three (highly successful) restaurant loyalty programs actually have a lot in common.

All three loyalty programs:

• Are easy to use, with streamlined features like automatic point generation and saved payment methods. 
• Prioritize customer autonomy, empowering people to choose what they want to redeem their rewards for. 
• Gamify rewards through tiers, making it fun to unlock higher levels and “save” for new, bigger rewards. 
• Have short “earning-to-redeeming” pipelines, so you only have to visit once or twice to earn a reward. 
• Introduce some element of scarcity, like “one-day-only” birthday rewards and limited, in-app offers. 

Sure, each restaurant loyalty program is unique in its own way. 

But, underneath the brand-specific colors and fan-favorite treats, the most successful loyalty programs are all based on the same few concepts and values.

(Concepts and values that Craver can help apply to your very own restaurant loyalty program,  which we’ll talk about… well, right now.)  

Start Your Own Restaurant Loyalty Program With Craver 

If you’re ready to jump on the “2024 restaurant loyalty program” bandwagon, then you’re already in the right place.

With Craver, starting a loyalty program through our custom app service is easy and effective. 

So easy and effective, in fact, that it’s probably best we just let our customers take it from here. 

 “Every day we have new customers on that app. And then we have a lot of the same ones. And some of them, like clockwork, I see come through at the same time every day at the same time.” — Nina, General Manager of Sips Coffee 

(Oh, and the AOV of a Craver-app order is 20% higher than in-store, too.)

“We're not just offering coffee; we're offering a new level of convenience. That's the transformation Craver has brought to Rook Coffee. ”

— Holly Migliaccio, Rook Coffee Co-Founder

(Repeat Craver customers make up 48% of Rook Coffee’s total revenue, by the way.)

“Our customers have always said that [our Craver app] is really easy to use. It makes it a lot easier now that they can save their card information. They just pick out what they want, and add it to the card. I think all our customers would say that it's simple to use.”

— Seth Weber, Owner Mocha Nut

(Mocha Nut’s Craver app has 5-star ratings on both app stores… just so you know.). 

Ready to join the (successful loyalty program) fun?