The research will look at consumer perceptions of existing programs, and will form the basis for best practice guidance on improving engagement. The project will also look into the potential use of social media applications to improve loyalty and brand engagement with customers and employees.

A survey of the association’s members will be used to identify what loyalty practices are being used, what resources are available for strategy and implementation, and what restaurants are seeking to achieve through their loyalty programs. Customer research will focus on key drivers of behaviour and the reasons behind customer’s restaurant preferences and loyalty.

“Loyalty and rewards programs are important to restaurants, as frequent guests are the core of any customer base,” said the association’s president Dawn Sweeney. “By joining forces with the loyalty experts at Loyalty 360, we are able to create increased value for our members by providing a suite of resources to help them face their current marketing challenges and develop successful loyalty programs.”