In 2026, restaurant loyalty isn’t just about earning points — it’s about creating connected, cohesive customer experiences across every channel. Diners now expect rewards that follow them wherever they order, whether that’s through your website, your app, or on DoorDash. The restaurants that meet this expectation will be the ones turning first-time customers into long-term regulars in 2026 and beyond.

What’s changing in restaurant loyalty

Restaurant loyalty programs are evolving fast. In past years, programs focused on transactions — “buy ten, get one free.” But today’s diners crave relationships, not just rewards.

They want to be recognized when they order online, dine in, or grab takeout. They want their favorite spots to remember them, offer valuable perks, and reward them no matter where they are.

Trends shaping restaurant loyalty in 2026

As customer behavior continues to evolve, these four key trends are defining the next era of restaurant loyalty:

1. Omnichannel experiences

Customers want a unified experience across every touchpoint — from in-store visits to mobile orders. Loyalty programs that only work on one channel feel outdated and create fragmented customer experiences. On the other hand, cross-channel loyalty programs let guests earn and redeem rewards across ordering channels, creating a seamless loyalty experience.

2. Data-driven personalization

In 2026, restaurants using analytics to tailor messaging and timing will prevail. Personalized communication shows customers that you understand who they are, their needs, and their preferences, which over time can build loyalty.

With tools like the DoorDash Commerce Platform’s customizable email and text marketing, restaurants can send smarter, more personalized messages to targeted audiences like lapsed or frequent customers.

3. Mobile-first experiences

Americans spend over five hours a day looking at their phones, which means it's time to invest in mobile experiences like a restaurant app or mobile-optimized website in 2026. Restaurants that neglect mobile-first experiences miss out on building stronger relationships with customers where they spend a significant amount of their time — on their phones!

Check out our restaurant app trends for 2026 for more insights into the future of mobile-first experiences for restaurants.

4. Loyalty that extends beyond discounts

The most successful loyalty programs aren’t just about saving money — they make customers feel like insiders. Early access to specials, events, or personalized recommendations can turn occasional diners into lifelong fans.

These trends share one theme: connection. Customers want to feel known, valued, and rewarded wherever they order.

Making loyalty work harder for your restaurant in 2026

A strong loyalty program doesn’t just reward customers — it helps restaurants understand them better. Whether you’re running a neighborhood café or managing multiple locations, the right approach to loyalty can drive more repeat visits, higher ticket sizes, and steadier sales over time.

Here’s how to get more out of your loyalty efforts in 2026:

• Focus on relationships, not just rewards: Customers want to feel recognized, not just discounted. Unique touches — like offering early access to specials or invites to exclusive events — go a long way.

• Keep it simple: Loyalty programs work best when customers instantly understand how to earn and redeem rewards. Clear messaging builds trust and increases participation.

• Turn data into action: Track repeat order frequency, reward redemption rates, and loyalty-attributed sales to understand how to align your loyalty program with exactly what your customers want.

• Stay consistent: Whether customers order online or visit in person, your loyalty strategy should reflect the same care and personality that define your restaurant.

• Promote your program everywhere: Mention loyalty on your menu, your receipts, and your social channels to ensure regulars and new guests know they can join.

At its best, loyalty is an extension of hospitality. It shows customers that you value their support and want them to feel connected to your business long after their meal is over.

How Cross-Channel Loyalty exceeds customer expectations

Cross-Channel Loyalty, available through the DoorDash Commerce Platform Pro package, is the first loyalty solution that rewards customers across every channel — online, in-app, in-store, and even on DoorDash.

Here’s why that matters:

• Unified experience: Your customers can earn and redeem points anywhere they order, without friction or confusion.

• Increased loyal customer base: When a customer signs up for your cross-channel loyalty program on DoorDash, you get access to their data — allowing you to turn third-party customers into regulars that order from your direct channels.

• More in-store orders: Customers can link their DoorDash account to your in-store rewards program, unlocking more in-store foot traffic for your business.

It’s a win for both sides — customers feel recognized as you build a stronger, more loay customer base.

Real Results: El Jefe’s Taqueria’s Story

El Jefe's Taqueria, a nine-location Mexican restaurant, made the switch from Toast Loyalty to the DoorDash Commerce Platform Pro package, and saw immediate ROI from Cross-Channel Loyalty. 

Automated loyalty program emails, paired with other automated email marketing campaigns available through the DoorDash Commerce Platform, generated $18,000 in sales in the three months after El Jefe's went live with the Pro package.**

How to build a future-ready loyalty strategy

1. Integrate loyalty into every channel

Give customers the freedom to earn rewards wherever they order — on DoorDash, in-app, on your website, or in-store. The more channels your loyalty program touches, the easier it will be for customers to participate.

2. Automate engagement

Use automated loyalty emails and reminders to keep diners coming back. These messages run in the background and keep customers engaged, even when you don't have enough time to focus on marketing.

3. Measure what matters

Track redemption rates, repeat order frequency, and channel performance. Use these insights to personalize offers and identify which channels drive the most loyal customers.

The future of restaurant loyalty

In 2026, loyalty will be less about where diners order and more about how connected they feel to your brand. Restaurants that unify their customer experience — from DoorDash to dine-in — will stand out in a crowded market.

Cross-channel loyalty gives restaurants the flexibility to build those deeper connections and the technology to scale them.

Ready to grow loyal fans who keep coming back?

**Based on DoorDash internal data, Jun 2025 to Sep 2025