Balancing Discounts, Convenience and Personal Connections in Foodservice

In a period of constant economic fluctuations and shifting consumer trends, adopting a holistic approach to customer engagement in the foodservice industry has become essential. This strategy underscores the importance of leveraging technology, but also balances it with convenience and authentic human connections to cultivate lasting loyalty in a competitive marketplace.

Rising consumer expenditure is shaping a more conscious consumer

The rising cost of living and inflation have become central issues on a global scale, directly impacting the prices of goods and services, and forcing consumers to become more mindful in their purchasing decisions. As prices increase, many consumers are adopting a more cautious approach, seeking discounts to minimise the financial impact. One of the main strategies employed is the systematic comparison of prices among different suppliers. According to Euromonitor International’s Voice of the Consumer: Lifestyles Survey, fielded January to February 2024, 57% of global consumers extensively research the products and services they consume.

Discounts alone are not enough for client engagement in foodservice

The use of apps and loyalty programmes in the consumer foodservice industry has become a popular strategy among consumers seeking discounts. These tools focus primarily on cumulative points, coupons and access to exclusive promotions, making it easier for consumers to save money on orders. However, the economic aspect alone has not been sufficient to engage consumers fully; many use loyalty programmes sporadically and later forget to redeem their accumulated points. Use seems to be more opportunistic, driven by instant rewards, rather than interest in building a lasting connection with foodservice brands. Despite this, discounts and offers are the baseline expectation of a loyalty programme. It is therefore essential for market players to offer additional benefits that go beyond the financial rewards and embrace exclusivity and personalisation, and build emotional connections in order to truly engage customers.

Time as currency: The rise of convenience

The fast-paced rhythm of modern life, driven by technological advancements and the pressure for productivity, has made time a scarce and valuable resource. In 2024 and beyond, investing in convenience is not just a matter of comfort, but an essential strategy to simplify and maintain quality of life, while also reducing stress. Millennials and Generation Z, raised in the digital age, are among the groups who show the greatest interest in “spending money to save time”.

Delivery apps have been gaining consumer attention due to their convenience and time saving. The global growth of convenience stores limited-service restaurants was 7.7% in 2024 (USD million, current prices, fixed 2023 exchange rates), with this growth being directly linked to the increasing demand for fast solutions. To remain competitive, convenience stores have been investing in differentiators such as strategic locations, expanding their product portfolios with healthy and proprietary options, and strengthening partnerships. As a result, convenience store loyalty programmes are also growing. An example is 7Rewards, operated by 7-Eleven, a leading brand in the convenience stores and limited-service restaurants category globally. Its member base is predicted to grow by 5% in 2024, reaching 69 million.

Co-creating value: The rise of interactive foodservice communities

Striking the right balance between discounts, technology-driven personalisation and emotional connection is crucial for delivering a satisfying and lasting customer experience. iFood, a third party delivery service platform leader in Brazil, launched “iFood Community” in 2024, which, in addition to offering discounts, uses technology to foster an interactive space for users, acting like a social media platform. The platform enables customers to share experiences, participate in games and competitions, attend exclusive events like “Rock in Rio” hosted by iFood, receive giveaways, ask questions, and provide feedback on new product features. This strategy fosters a sense of community that extends beyond a mere commercial transaction and aligns with current consumer preferences. Indeed, 46% of global consumers prefer engaging with brands to influence product innovation, according to Euromonitor’s Voice of the Consumer: Lifestyles Survey conducted in January and February 2024.

The growing trend of automation in restaurant operations allows employees and managers to focus more on delivering personalised service and creating meaningful customer experiences. By handling back-end tasks with restaurant robotics, staff can focus more on engaging with customers, improving both service quality and job satisfaction. In a world where transactional loyalty is fading, foodservice players need to not just serve, but connect, listen and evolve – hand-in-hand with their customers. The challenge is no longer just about offering value but about co-creating it.

Read our report State of Consumer Foodservice Loyalty Programmes and Opportunities for Expansion to explore more trends shaping the consumer foodservice landscape.