Alchemer’s 2026 Quick-Service Restaurant (QSR) study highlights a clear shift in how consumers view loyalty programs in today’s higher cost-of-living environment. Rather than signaling brand devotion, loyalty programs are now seen as practical financial tools that help diners save money in the short term. The report explores how these programs influence purchasing behavior, engagement, and long-term loyalty, revealing that immediate, tangible value has become the primary driver of participation.
Alchemer Research Solutions Expert, Leslie Rich, Ph.D., said, “Loyalty programs are no longer about earning perks or VIP status. Instead of a demonstration of love for the brand, loyalty programs have become financial tools. In 2026, QSRs can win customer loyalty by delivering immediate, easy ways for diners to save money.”
The findings show that cost savings dominate consumer priorities. A strong 85% of respondents identified saving money as the most important benefit of a loyalty program, far outweighing incentives like early access or exclusive offers. Discounts (82%) and free items (77%) are the leading reasons customers join and stay engaged. This value-focused mindset is further emphasized by the fact that 38% of consumers are willing to switch programs if better deals are available, indicating that loyalty is increasingly tied to financial benefit rather than brand attachment.
However, several friction points weaken program effectiveness. Points that expire too quickly are the top frustration, cited by 35% of respondents, followed closely by concerns about unclear or unfair value. Usability issues also play a role, with 27% reporting app glitches and 22% finding reward redemption difficult.Additionally, 44% of users admit they don’t consistently use loyalty programs simply because they forget, highlighting missed engagement opportunities for brands.
The study also points to opportunities for improvement through personalization. A majority of consumers (61%) find AI-driven recommendations helpful, and 85% are more likely to join programs that tailor rewards based on their purchase history. At the same time, resistance to paid loyalty models remains high, with only 28% currently subscribing and 37% unwilling to pay. Overall, QSR brands that focus on clear savings, seamless user experiences, and personalized rewards are best positioned to retain and grow a value-conscious customer base.
Access the full findings from the report here.