2023 Britvic Soft Drinks Review Foodservice - Flipbook - Page 22
WELCOME
SUSTAINABILITY
CATEGORY OVERVIEW
The battle for loyalty
in foodservice
Foodservice is upping the ante in the battle for
customer loyalty. In July 2022, McDonald’s launched
its first ever rewards scheme in the UK. MyMcDonald’s
Rewards allows diners to collect points on purchases to
redeem against menu items or donate to charity.
Sushi and noodle chain, Wasabi, has established
Wasabi Club in conjunction with Barclays. Clubmembers earn stamps for every purchase of more than
£7 and once they’ve collected seven stamps, they are
rewarded with a £7 voucher.16
The same month, Burger King launched a new UK-wide
loyalty scheme. Available via the operator’s app, Your
Burger King rewards 10 loyalty points – or “crowns” –
for every pound spent. Crowns can then be spent on
free menu items.
These schemes will drive purchase value growth and
boost soft drinks sales (a soft drink could tip a purchase
past £7 in Wasabi, for example) while cementing
customer loyalty. The data operators gather from these
initiatives will also help them hone their approach.
With the £3 sandwich/snack/drink meal deal now a
thing of the past in the supermarkets (Tesco was the last
to divert from the once-standard price point in October
2022, raising its Clubcard meal deal price to £3.4017)
promotions like Pret’s Made Simple and Leon’s hot food
deal are clearly intended to help foodservice wrestle
back share of food-to-go occasions.
with high profile advertising and the
launch of its first ever loyalty scheme
(see above). Gregg’s saw a
market-leading 1.3% point share
gain of the lunch occasion by
offering competitive deals on
cold drinks and pastries.18
Indeed, competitive meal deals were key to the share
growth achieved by fast food operators in 2022.
McDonald’s saw its share of breakfast rise by 1.4%
points (the highest of any operator),18 partly by offering a
range of hot drink and McMuffin meal deals, backed up
16 Reward Schemes are correct at time of writing, May 2023
17 https://metro.co.uk/2022/10/21/end-of-tescos-3-meal-and-youll-pay-even-more-without-clubcard-17609917/
18 Lumina Intelligence, Eating and Drinking Out Panel, 12 w/e 20 February 2022 v 12 w/e 15 May 2022
22
FOODSERVICE CATEGORY OVERVIEW