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Loyal Customers Bring Major Benefits To Quick Service Restaurants

February 12, 2013: 12:00 AM EST
Fast-food customers who are loyal to their restaurant brands tend to re-visit twice as often as customers who switch among competing brands, according to an NPD Group report. That suggests that fast-food (or quick service) restaurants operating in an era of consumer frugality and low growth ought to put a significant emphasis on building loyalty and enhancing value. Loyalty has other benefits for quick service establishments: as brand awareness increases, marketing costs decrease; loyal buyers bring in other buyers; loyal customers tend to care less about price; and they are more tolerant of mistakes.
"Restaurant Industry Will Need to Focus on Customer Loyalty and Value to Grow in the New Normal, Reports NPD", NPD Group Blog, February 12, 2013, © The NPD Group, Inc.
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