Millennials are most loyal to restaurants and coffee shops, says study

Customers from the millennial generation are the most loyal to restaurants and coffee shops, according to a new study from analytics company Aimia.

Companies that are able to capitalise on this will see increased spend in 2016, according to Aimia.

Almost a third (31%) of 18-24-year-olds in the UK are members of restaurant or coffee shop loyalty schemes, which is double the percentage of those aged 45-54 (15%).
The most popular schemes shown in the poll were at coffee chain Costa (59% participated in this), sandwich shop Subway (48%) and casual dining chicken group Nando's (49%). The coffee shops Starbucks and Caffe Nero also featured on the loyalty list.

Almost half of millennials (48%) also have no problem sharing details with companies if it means they may receive relevant offers and discounts, according to the report.

Jan-Pieter Lips, president of Europe, Middle East and Africa at Aimia, commented on the findings, saying: "Given millennial behaviours around brand loyalty and positive attitude towards sharing information in exchange for personalised rewards, they are a strategically important group for restaurant brands.

"Those brands that can capture and strengthen relationships with millennials will position themselves favourably for expected increased consumer spending in 2016."

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