Gen Z Dominates Restaurant Loyalty Signups, Transforming Rewards Criteria

Gen Z is Redefining Restaurant Loyalty Programs

Recent data reveals that Gen Z, the cohort aged 14 to 29, is not just participating in restaurant loyalty programs, but is actively reshaping how these initiatives function. By 2024, almost half of all new loyalty signups were from this generation, surpassing millennials, according to a report by PAR Technology. This shift underscores their growing influence in the dining industry as they become more financially empowered.

Why Loyalty Programs Matter More Than Ever

Marketing insights indicate that nearly 70% of diners see loyalty programs as vital for managing restaurant expenses in an inflationary climate. A staggering one in four surveyed mentioned they would choose a less-preferred restaurant if it offered better loyalty rewards. This insight is crucial for brands targeting Gen Z. For employer brand managers and recruiting marketers, these trends reflect larger consumer behavior shifts that may also translate into employee engagement strategies.

The Appeal of Technology in Dining Experience

Gen Z’s affinity for technology has also influenced their dining choices. As digital natives, they expect seamless experiences. For them, intuitive apps, real-time rewards, and mobile ordering are the new normal. Brands that deliver frictionless loyalty experiences stand to capture this audience effectively, a principle that’s equally applicable to enhancing workplace experiences and candidate journeys in recruitment.

Adapting to New Dining Habits

Quick-service restaurants (QSRs) like Taco Bell and McDonald’s are thriving by emphasizing speed and convenience in their loyalty offerings. For example, Taco Bell reported a 31% increase in active loyalty members in 2025. This suggests a broader trend in which streamlined operations not only increase customer visits but can also be reflected in how companies approach their onboarding experiences and employee value propositions (EVP).

Conclusion: Embrace the Change

As Gen Z continues to lead the way in reshaping loyalty programs, it's essential for businesses to not only understand these shifts but also adapt their strategies. For employer branding professionals, these insights present an opportunity to enhance the overall employee and candidate experience. By embracing innovative approaches, companies can position themselves as attractive employers in a rapidly changing market.