Airlines have long understood the power of loyalty programs, and they are an essential part of their business model. Without them, airlines would struggle to maintain repeat customers and generate stable revenue. The restaurant industry can take a valuable lesson from airlines—if you don’t have a loyalty program for restaurants, you’re missing out on a crucial tool to retain customers and drive consistent revenue.
How Airlines Win with Loyalty Programs
Revenue Generation Beyond the Core Business
Airline loyalty programs aren’t just about getting people to book flights; they generate billions by selling miles to credit card companies, hotel chains, and travel partners. These partnerships create a steady revenue stream, often making the loyalty program more valuable than the airline itself.
Restaurants can take a similar approach. A well-structured loyalty program for restaurants can increase revenue not just through repeat dining but also through strategic partnerships with delivery services, beverage brands, and local businesses.
Customer Retention & Repeat Business
Frequent flyer programs incentivise travelers to stick with the same airline for better perks. The same principle applies to restaurants. If customers know they’ll be rewarded for coming back, they’re more likely to choose your restaurant over competitors.
A restaurant loyalty program can include:
- Discounts on future visits
- Free appetisers or desserts after a set number of purchases
- VIP experiences or priority reservations
Differentiation in a Competitive Market
Airlines use loyalty programs to stand out from competitors. Offering exclusive perks and rewards keeps them ahead in a competitive industry.
For restaurants, loyalty programs can provide an edge by offering unique incentives such as:
- Personalised rewards based on customer preferences
- Exclusive tasting events
- Special discounts for VIP members
How to Grow Loyalty for My Restaurant
If you already have a loyalty program for restaurants, ask yourself: are you doing enough? Many restaurants implement basic programs but fail to maximise their potential. Here are ways to improve and grow loyalty:
- Make It Easy to Join & Use
Customers should be able to sign up quickly via your website, mobile app, or in-store. Digital integration is key. - Offer Real Value
Customers need to feel like they’re getting something worthwhile. Think beyond just a free drink—offer discounts, experiences, or exclusive menu items. - Leverage Partnerships
Just like airlines partner with hotels and credit cards, restaurants can partner with delivery platforms, beverage brands, and local businesses to expand reward options. - Use Customer Data to Personalise Rewards
Airlines track traveler behaviour to offer relevant perks. Restaurants can use customer purchase history to offer personalised deals and experiences.
Best Loyalty Programs for Restaurants: What Works?
Some of the most successful loyalty programs for restaurants follow these key strategies:
- Starbucks Rewards: A tiered point system with personalised offers and mobile integration.
- Chick-fil-A One: Customers earn points for every dollar spent and receive surprise rewards.
- Domino’s Piece of the Pie Rewards: Simple and engaging—customers earn free pizza after a certain number of orders.
- Panera Bread MyPanera: Offers personalised rewards and exclusive experiences, making customers feel valued.
Takeaways for Restaurant Owners
If airlines can’t survive without loyalty programs, why should restaurants expect to? A strong restaurant loyalty program isn’t just a marketing gimmick—it’s a revenue-generating strategy that builds lasting relationships with customers. Whether you’re starting from scratch or enhancing an existing program, focus on personalisation, ease of use, and valuable rewards.
