Loyal Customers Bring Major Benefits To Quick Service Restaurants

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.