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

23 December 2015 by
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."

Restaurants should collect data on loyal customers, says report >>

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Loyalty programmes: on the pull >>

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