March 20th, 2023, Lesley Simeon
Close on the heels of brands like Chipotle, Dunkin’ and Starbucks, Chick-fil-A is making changes to its rewards program owing to “different market condition and costs”. Effective April 2023, Chick-fil-A customers will have to spend more to earn free perks on select menu items. While the chain has not specified which food items on its menu will now have higher redemption values, it is adding more items that can be redeemed, such as large waffle potato fries for 500 points or bowl of chicken noodle soup for 1,200 points.
As of now, Chick-fil-A’s ‘One’ membership program has multiple tiers for redeeming free food and drinks. What currently motivates the restaurant chain’s customers to sign up for loyalty schemes?
According to YouGov Profiles - which covers demographic, psychographic, attitudinal and behavioral consumer metrics - 60% of Chick-fil-A’s customers subscribe to loyalty programs to benefit from in-store/online discounts and offers. In comparison, only 47% of the general US population signs up for the same reason.
At 37%, Chick-fil-A’s customers are more likely than the general US population (27%) to subscribe to loyalty programs to benefit from free products, services and experiences.
Chick-fil-A’s customers will soon need more points to redeem rewards, how do they currently redeem their points?
Profiles data suggests that 31% of Chick-fil-A consumers and 23% of the general US population collect their rewards/points to get a higher reward. Further, Chick-fil-A customers (20%) are a little more likely than the general American population (17%) to redeem rewards/points regularly in order to avoid losing them.
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Methodology: YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data for the US is nationally and weighted by age, gender, education, region, and race. Learn more about Profiles.