2025 Loyalty Report
Is your brand tapping into these three unshakeable pillars of guest loyalty in 2025?
Personalizing Guest Messaging with Order Preference Scores
The Challenge
A quick-service coffee brand looked for ways to further personalize their interactions with guests based on their order history.
The Recommendation
After reviewing differences in guest behavior, S&A identified two scores to provide greater opportunities for personalization. The Hot/Cold beverage preference and Order Ahead preference scores were created to facilitate this goal.
The Results
After providing analysis around how guest preference for hot vs. cold drinks and ordering ahead vs. in-store overlaid with guest frequency and retention, S&A found that guests who have a strong established preference for either hot or cold drinks or to order ahead or dine-in are the most loyal customers. S&A recommended marketing to the extremes of the preference score profiles based on their established preference.
For guests who have a slight preference on either spectrum, S&A recommended marketing to increase engagement with that preference with the goal of creating stronger interest which drives deeper engagement. For guests with varying preference, S&A recommended allowing for them to switch; these guests have high engagement metrics (frequency and retention) and are prime audiences for product trials.