Millennials (18-24 year olds) are the most loyal customer group for restaurants and coffee shops, according to new research by marketing and loyalty analytics company Aimia.
The new research, which was conducted among 2,011 respondents, found that six in 10 (62%) 18-24 year olds said they are loyal to restaurants and food and drink establishments, while under four in 10 (39%) of 45-54 year olds said the same.
It also found nearly a third (31%) of 18-24 year olds in the UK are members of a restaurant or coffee shop loyalty scheme, which is double the number of 45-54 year olds (15%).
The most popular loyalty schemes among millennials are from the Whitbread-owned Costa Coffee (59%), Nando’s (49%) and Subway (48%).
At the same time, 48% of millennials said they would share personal information so that companies can send them relevant offers and discounts.
Jan-Pieter Lips, president, Europe, Middle East and Africa at Aimia, said: “Given their behaviours around brand loyalty and positive attitude towards sharing information in exchange for personalised rewards, millennials are a strategically important group for restaurant brands. Those brands that can capture and strengthen relationships with millennials across the peak festive trading period will position themselves favourably for expected increased consumer spending in 2016.”
