New report finds restaurant loyalty programs have the fewest members, but are the most influential
Survey of 12,000+ consumers reveals a 48-point gap between enrollment and active engagement — and a significant opportunity for operators
WASHINGTON, D.C., July 13, 2026 – Upside, the digital marketplace for brick-and-mortar retail, today released Escaping the Loyalty Plateau, a new report on the state of retail loyalty. Restaurant programs are working — they drive visit frequency, build habitual behavior, and earn strong influence scores among engaged members. But with the average restaurant member now belonging to 4.2 programs, turning enrollment into consistent engagement has become the defining challenge for operators. Based on survey data from more than 12,000 U.S. consumers and retailers, the report offers a framework for understanding that gap and what restaurant operators can do to close it.
Key findings for restaurant operators
45 out of 100: Upside's loyalty influence score for restaurant programs, the highest of the three retail categories studied. Programs are most effective at driving visit frequency and word-of-mouth recommendations.
48-point gap: between the share of consumers who say loyalty matters and those who use their restaurant program regularly, representing the largest opportunity gap of the categories studied.
4.2 programs: the average restaurant loyalty member belongs to. As more brands have entered the loyalty space with app-based programs and similar features, capturing consistent member attention has become more competitive.
58% of restaurant consumers: are "preference-first" shoppers, with high brand affinity and high price sensitivity. They are the most likely to join a loyalty program and the most responsive to well-designed incentives.
20% brand-first: a higher share than in the other categories studied. These consumers will return regardless of incentives — which means the larger opportunity lies in the 80% whose next visit is still up for grabs.
Understanding the Gap
Restaurant loyalty programs are effective at what they were built to do. They drive visit frequency, encourage word-of-mouth, and build habitual behavior among engaged members. Where the opportunity lies is in the larger share of members who have enrolled but haven't yet made the program part of their routine.
That gap is partly structural. As more restaurant brands have built out app-based programs with similar features, points systems, and digital offers, the barrier to joining has dropped. Consumers sign up readily and accumulate memberships, because opting out of any one of them feels like leaving money on the table.
The result is a landscape where more programs are competing for the same consumer attention. Reaching members outside of owned channels, while they are already making everyday dining decisions, is where operators have room to extend their influence.
The Path Forward
The report points to the 58% of "preference-first" restaurant consumers as the most significant opportunity for operators. These are diners with genuine affinity for their favorite brands and genuine sensitivity to value. They are already inclined to engage. The programs that reach them with the right incentive at the right moment are best positioned to turn enrollment into lasting behavior change.
The full report includes a breakdown of consumer segments, category-level influence scores, and retention data across millions of transactions. Download the Escaping the Loyalty Plateau report at upside.com/reports/escaping-the-loyalty-plateau.
FOR MEDIA, THE REPORT CAN BE ACCESSED HERE.
ABOUT UPSIDE
Upside is a digital marketplace that connects millions of consumers with brick-and-mortar retailers nationwide. Since 2016, Upside’s personalized offers have empowered individuals to gain greater purchasing power for their essential needs while helping businesses achieve measurable profits. Billions of dollars in commerce run through the Upside platform annually, directly benefiting retailers, consumers, and sustainability initiatives. For more information, visit www.upside.com.
MEDIA CONTACT:
Jane Coloccia
JC Communications, LLC
917-930-0062
Jane@JCCommunicationsllc.com