Restaurant loyalty data: which programmes reward the guest at each venue
Restaurant loyalty data records which loyalty, rewards and discount programmes list each restaurant, cafe and bar. In New York 8% of places are on a card-linked or app rewards programme; in Sydney 14% are on some programme, mostly discount apps; in Amsterdam one venue loyalty app, Piggy, reaches 3%. Loyalty and rewards platforms, POS and payments companies, delivery apps and food and drinks brands use it to find the venues that already pay to bring guests back, and the programme each one sits on.
The trusted intelligence layer for teams selling to Hospitality & Retail
Four kinds of programme, one venue record
A venue's loyalty set-up says who it already pays to bring guests back, and how open it is to a digital partner. Restaurant loyalty data puts every programme that lists the venue next to its outlet profile:
| Kind of programme | How the guest earns | Example programmes |
|---|---|---|
| Card-linked and app rewards | Points or cashback when paying with a linked card or through the app | Upside, Bilt Dining, inKind, Rewards Network |
| Venue loyalty apps | Stamps or points the restaurant runs itself | Piggy |
| Discount and deal clubs | Deals that fill tables at set times | EatClub, Entertainment |
| Card dining credits | Credits funded by the card issuer | Airline and bank dining lists |
Loyalty run inside the POS is rarely public, so it is not counted here. For the till itself, see restaurant POS system data.
New York: the card pays the guest back
Card-linked and app rewards are New York's loyalty system: 8% of restaurants, cafes and bars are on one, and about half of the places on a rewards programme are on several. Deal clubs add little, at 1%.
- Sit-down places carry the rewards. 13% of pizza and Italian places and 11% of bars are on a programme, against 2% of fast food and takeaway places.
- The till and the rewards travel together. Like for like, venues on Toast appear in rewards programmes about twice as often as venues on Square.
- The restaurant funds most of it. Rewards are paid through a commission, so these venues are used to paying for guests.
Sydney: discount apps, not points
14% of Sydney places are on a loyalty, rewards or discount programme, ahead of New York, but most of it is discounts: EatClub alone lists 9% of places, ahead of every other programme in the three cities. Points and app rewards are small and split between Velocity x me&u and Hey You, at 2% each.
Amsterdam: one venue loyalty app
Amsterdam keeps it to one venue loyalty app. Piggy is on 3% of places, and we found no card-linked rewards network listing Amsterdam venues. Discounts come from Restaurant Week and Social Deal. Gift card schemes reach 4% of places, ahead of Piggy; a gift card is prepaid spend rather than a reward for coming back, so it stays out of the loyalty count.
What loyalty data tells a seller
- A venue on a rewards network is open to digital partners. It already pays for guests and usually runs ordering and payments online too.
- The programme names the competitor. A venue on a rival loyalty app is a switch list; a venue on none is open ground.
- Pair it with the POS. The till decides which loyalty integrations are possible. See restaurant POS system data, and who pays you to come back for the three-city read.
How teams use loyalty data
- Loyalty and rewards platforms. List the venues on a rival programme, or on none, by kind of place.
- POS and payments companies. Find the venues whose loyalty needs an integration you offer.
- Delivery and ordering apps. Target the operators already comfortable paying commission for guests.
- Food and drinks brands. Plan promotions around the programmes that reach the guest at the moment of choice.
Frequently asked questions
What is restaurant loyalty data?
It records, per restaurant, cafe and bar, which loyalty, rewards and discount programmes list the venue, next to its outlet profile.
How many New York restaurants are on a loyalty programme?
8% of New York restaurants, cafes and bars are on a card-linked or app rewards programme, and 9% are on any programme including discount clubs.
Which loyalty programmes lead in Sydney and Amsterdam?
In Sydney the discount app EatClub lists 9% of places and leads every other programme. In Amsterdam the venue loyalty app Piggy leads, at 3% of places.
Does it include loyalty run inside the POS?
Rarely. Loyalty inside a POS is seldom public, so the counts cover programmes whose venue lists are public, not every venue that runs stamps or points on its till.
How do I get the data?
As a list of venues with their programmes, next to the outlet profile, for the city or territory you sell into. Ask for a sample on the demo page.
Do dining credits from a reservation platform count as loyalty?
No. Dining credits attached to a reservation platform are counted as reservations, not loyalty.
Related reading
For sales leaders: the business case
Knowing the loyalty programme by venue turns "who would say yes?" into a list.
- Warm accounts first. Venues already on a programme are used to paying for guests.
- The right pitch per city. New York sells on cards, Sydney on deals, Amsterdam on one venue app.
- Territories by fit. Count the venues on each programme per area, so targets follow where your product fits.