From Rewards to Relationships: Guest Loyalty Programs That Actually Work

Full article available at Bar & Restaurant News.

As restaurant loyalty programs become increasingly sophisticated, the most effective brands are moving beyond traditional points and rewards toward experiences that make guests feel recognized, understood, and connected. In Bar & Restaurant, industry leaders argue that technology and data should support—not replace—hospitality, helping restaurants deliver relevant offers, encourage desired behaviors, and create a stronger sense of belonging. The most successful programs increasingly incorporate exclusive access, personalized experiences, events, product previews, and other benefits that make members feel like insiders.

Betty Kaufman, Strategy Director at The Culinary Edge, highlights how important this shift is for younger consumers, particularly Gen Z and Gen Alpha. Kaufman argues that rewards are now essentially “baseline”; instead, loyalty programs should function more like a personal concierge and an extended digital expression of the brand. She also encourages operators to use loyalty data as a testing engine—evaluating messaging, limited-time offers, and dining occasions to understand what actually drives incremental visits. Her perspective reframes loyalty from a digital punch card into a strategic tool for delivering greater relevance, convenience, and brand connection.