Discounts and low prices are not the key to attracting custom in the hospitality sector, with customers more attracted to pubs and restaurants which offer rewards for loyalty as opposed to money off, according to new research.
The survey of 2,000 UK adults, which was commissioned by leading plastic card manufacturer, Plastic Card Services, revealed a widespread trend for loyalty versus discounting across all age ranges, with around half of 18-24 year olds (48.42%) stating that they would be more likely to visit a pub or restaurant that offered a loyalty scheme, compared to one in four for a discount programme.
The research also found that over half of respondents said they had an allegiance to a particular pub, bar and restaurant. Similarly, when asked to rank their loyalty to a range of elements in their lives, those surveyed placed their favourite pub or restaurant towards the top of scale, just behind sports teams and hairdressers.
The survey also found that 28.65% of consumers use a loyalty card three times a week.
However, the survey also revealed that opportunity to obtain consumer loyalty was not being maximised by the industry.
Rob Nicholls, managing director of Plastic Card Services, said: “As this poll shows, cheap food and drink isn’t the be all and end all. Customers are more open to long-term rewards and being acknowledged for their repeat custom, however effective loyalty schemes within the hospitality sector are few and far between. In fact, in this survey, it was found that just one per cent of UK adults regularly use a loyalty card for a pub or bar, and one in three respondents utilise restaurant schemes on a regular basis.
“In the current climate, it’s critical that that brands and outlets are doing all they can to create loyal customers, and in turn, repeat business.”
