Loyalty Programs Drive Nearly Two-Thirds of Restaurant Delivery Decisions

Technology has long shaped how people order meals, but in 2026 it is beginning to govern how restaurants define value.

That is the central finding of the PYMNTS Intelligence January 2026 B2B and Digital Payments Tracker, “Value-Driven Innovation: How Restaurants Are Adapting to Digital Expectations.” The report documents an industry recalibration driven by leaner household budgets, less frequent dining out and a customer base that now expects speed, personalization and consistency as baseline requirements.

Nearly 4 in 10 consumers reported lower household income in 2025, and roughly 70% said they were eating at home more often to save money. Yet dining out remains a social anchor. Sixty-four percent of full-service customers say attributes tied to the dining experience matter more than the cost of the meal, underscoring why restaurants are investing in tools that improve service while controlling expenses.

Quick-service restaurants sit at the center of this shift. Their mix of affordability, convenience and predictable execution makes them natural testing grounds for digital innovation. At the same time, competition is intense, and loyalty is increasingly fragile. One-third of diners said their favorite QSR or fast-casual brand changed in the past year, typically because of perceived value and quality rather than discounts.

Digital channels are now foundational. The report projected that 70% of all QSR sales were expected to come from digital ordering by the end of 2025, with mobile and pickup outperforming traditional methods on speed, satisfaction and customization. Order accuracy has also risen in importance, ranking as the third-largest driver of perceived value after price and quality.

Where AI Is Being Used

Conversational artificial intelligence chatbots are now the most widely adopted restaurant AI use case, with Deloitte reporting that 60% of brands use them daily for orders and reservations. Voice AI is also gaining traction: 60% of diners say they are comfortable using it at drive-thrus, and 78% of those who have tried it rated the experience positively.

Customization has become equally critical. Sixty-eight percent of consumers express strong interest in restaurant apps that remember past orders, while 65% want price-based filtering. Even minor friction, such as inconsistent access to order history across channels, can weaken repeat behavior.

These capabilities increasingly extend beyond the counter. Papa Johns, for example, announced a unified voice and text ordering agent built on Google’s Gemini platform, spanning mobile apps, websites, phones, kiosks and in-car systems. The goal is to reduce friction by helping customers determine quantities, manage preferences and accommodate food allergies, while automating loyalty recognition and reorders.

Restaurants are also deploying AI beyond the customer-facing experience to stabilize margins and sharpen operational decisions. Kevin Bryla, chief marketing officer and head of customer experience at SpotOn, told PYMNTS Intelligence that tools such as Profit Assist, an AI-driven profit-and-loss analysis platform, combined with point-of-sale sales reporting, allow operators to see where margins are being squeezed, which menu items are driving revenue and how customer habits are changing in real time.

That visibility supports practical adjustments, including highlighting high-margin dishes, modifying portion sizes to meet target price points, and simplifying menus to improve speed and consistency.

Experience Is the New Loyalty Currency

Loyalty programs are becoming a primary lever as discretionary spending tightens. Enrollment climbed to 48% of diners in 2025, up from 46% a year earlier, and weekly engagement rose to 47%, compared with 34% in 2023. Ninety-three percent of members check for deals before deciding where or what to eat, while loyalty influences decisions for 61% of delivery customers and 54% of QSR patrons.

For restaurants navigating rising costs and unsettled consumer habits, the message from the data is direct. AI is no longer a side project. It is becoming the connective tissue between service, operations and customer trust, redefining what the restaurant experience means in a value-conscious economy.

At PYMNTS Intelligence, we work with businesses to uncover insights that fuel intelligent, data-driven discussions on changing customer expectations, a more connected economy and the strategic shifts necessary to achieve outcomes. With rigorous research methodologies and unwavering commitment to objective quality, we offer trusted data to grow your business. As our partner, you’ll have access to our diverse team of PhDs, researchers, data analysts, number crunchers, subject matter veterans and editorial experts.