Restaurant subscriptions are yet another pandemic trend that is reshaping the market and changing the way customers eat.
- Subscription services in restaurants give customers access to coupons and other pricing discounts.
- But subscribing to a beloved restaurant is more than the money-saving potential—it provides a feeling of exclusivity that consumers want, The Future Party reports.
- These super fans also tend to order more food, making them extra valuable to the restaurant.
- Memberships to a favorite restaurant can foster a feeling of loyalty and give customers the sense that they have a deeper connection with the restaurant.
Why it’s news
The standard guest may visit a restaurant a few times a year, but a subscriber frequents the establishment more often. Customers who visit with a rewards card or who have coupons tend to spend more than customers who do not.
For restaurants, these subscribed customers are VIPs and may receive different treatment than other guests. Clients not part of this exclusive group may be enticed to join after watching the special treatment they miss out on.
Table22 opened its subscription system in 2020. It now has around 500 restaurants and thousands of subscribers, The Future Party reports. The subscription market is growing, and financial services company UBS estimates it could be worth $1.5 trillion as soon as 2025.
Subscribers offer more than extra revenue for restaurants—they also provide valuable data. As restaurants can learn more about their customers and preferences, they can make changes to suit their clients’ needs.