The survey of more than 5,000 British adults, highlights customers’ likelihood to switch brands and what it takes to earn their loyalty and to keep them coming back.
The findings revealed that loyalty is stronger amongst older consumers, with only 16% of those aged 65+ very or somewhat likely to switch to a competitor, compared to 41% of 25–44-year-olds. When asked what information guests would like to receive from venues the following came out top:
- Deals and rewards (54%)
- New menu items (44%)
- Price changes (39%)
- Events in the venue (34%)
- Changes to opening and closing times (25%)
Tim Chapman, chief commercial officer at Zonal, said: "It’s great to see that support for the hospitality industry is strong, with our research revealing that restaurants, pubs and bars command more loyalty than other areas of consumer spending. That said, operators can’t afford to rest on their laurels - in a cash-strapped market, customer loyalty is precarious. Investing in ways to nurture loyalty both in and out-of-venue, is key.
“Customer data can be a valuable tool, enabling operators to analyse consumer trends, optimise offers and send bespoke marketing communications. However, ensuring guests experience a warm welcome, great service and value for money is equally important. Combined, these are powerful ways to increase repeat business, drive revenue and build loyalty.”