The latest Paytronix 2025 Loyalty Report has revealed a promising rise in loyalty check sizes across restaurants and convenience stores, but the trend is far from universal. While some brands are thriving, others are struggling to unlock the full potential of their loyalty programmes, with flat or even shrinking check sizes still prevalent.
The report, which explores guest loyalty dynamics heading into 2025, highlights the importance of combining AI-driven data analytics, gamification, augmented reality (AR), and mobile tools to enhance customer engagement and boost loyalty-driven spending.
The loyalty check dilemma
Loyalty check size—defined as per-visit spend among loyalty members—has seen an upward trend, but with notable exceptions. Paytronix’s data shows that 50% of Full-Service Restaurants (FSRs), 44% of Quick-Service Restaurants (QSRs), and 31% of convenience stores reported loyalty check size increases of more than 10% year-over-year. However, a significant chunk of brands has seen little to no movement or even declines.
Some brands have seen a troubling 12-25% drop in loyalty check sizes, reflecting that a growing membership base doesn’t automatically equate to increased spend. In fact, around a quarter of QSR and FSR brands reported no significant movement in loyalty check sizes, proving that membership alone isn’t enough to drive revenue growth.
According to the report, AI-powered tools are transforming loyalty programmes, offering personalised recommendations, smart upsells, and targeted offers that resonate with guests. This approach is not just about attracting more members, but about fostering deeper engagement that leads to increased spend and repeat visits.
AI and sentiment analysis: The new frontiers
Among the most exciting developments in loyalty programmes is the integration of qualitative behaviour feedback, particularly through sentiment analysis. The innovative software scans guest reviews, social media posts, and voice/text messages, reading between the lines to gauge emotional responses. The technology decodes guest sentiments—whether frustration, excitement, or satisfaction—providing brands with actionable insights into customer preferences and pain points.
Such insights enable brands to craft more personalised and thoughtful loyalty offerings, ensuring they meet and exceed guest expectations.
The 2025 Paytronix Loyalty Report recommends a multifaceted approach to loyalty programme success, which involves data analytics, gamification, AR, and sentiment analysis. This approach engages customers in new and innovative ways, ultimately translating loyalty into long-term, profitable growth.