How to Build a Restaurant Rewards and Loyalty Program

Most restaurant operators know that loyalty drives repeat business — but launching a restaurant customer loyalty program can feel daunting. Between choosing the right platform, structuring rewards, and getting customers to sign up, it's easy to think you need a big marketing team or costly software. The good news? You don't.

With the DoorDash Commerce Platform and Cross-Channel Loyalty, it's simple to create a restaurant rewards and loyalty program that keeps bringing customers back.

Keep reading to learn how restaurant loyalty programs work, and how you can launch yours with the DoorDash Commerce Platform.

Why restaurant customer loyalty matters more than ever

For restaurants, loyalty isn't just about perks — it's about profitability and predictability. Repeat guests spend more, order more often, and help spread organic word of mouth. According to the DoorDash U.S. Economic Impact Report 2024, a majority of merchants (85%) say their overall revenue would have been lower without DoorDash, and 89% say new customer growth would have suffered, too.

Loyalty programs are a proven way to strengthen that growth loop. Nationwide, over half of U.S. adults (51%) already participate in at least one loyalty program. DoorDash can help make yours easier to launch and maintain, and more rewarding for you and your guests.

Step 1: Define your restaurant loyalty goal

Start by asking: What do I want my rewards program to achieve?

Every restaurant's goals are different. You may want to:

Increase visit frequency by encouraging repeat customers
Grow the average check size by rewarding higher spend
Win back lapsed guests with automated loyalty emails
Drive digital adoption and engagement by rewarding online or in-app orders

For example, a fast-casual concept might reward frequent lunch visits, while a sit-down restaurant might focus on total spend over time. It's all about knowing your goal so you can design your program to influence the right behavior.

Loyalty works best when it's specific, so gathering customer insights before launch is essential for rewarding not just orders, but the right ones. Look at what drives repeat visits — time of day, order type, or favorite items. You can also use the Restaurant Customer Feedback guide to learn how to turn feedback into loyalty insights.

Step 2: Choose your reward structure

Your reward system should be easy to understand and motivating enough to keep guests coming back. Here are four tried-and-true structures to consider:

1. Punch card loyalty program

Simple and nostalgic. Offer a free item after a set number of purchases.

Example: "Buy 9 burritos, get the 10th free."

2. Spend-based rewards

Tie rewards to check size.

Example: "Earn $5 for every $50 spent." This model incentivizes spending more and is still friendly to your margin.

3. Visit-based rewards

Perfect for encouraging frequency.

Example: "Order 5 times this month and get a free entrée."

Whichever model you choose, make sure it's easy to understand. Customers should always know the "what, how, and when" of the rewards they're earning. By avoiding hidden terms and communicating the rules clearly up front, you build trust with them.

Step 3: Connect every channel (online and in-store)

The best restaurant loyalty programs meet customers wherever they are. Some guests order delivery, others dine in — and many do both.

With DoorDash Cross-Channel Loyalty, you can unify those experiences under one system. Whether a customer orders in-store, online, or through DoorDash Marketplace, their loyalty status follows them automatically.

Cross-channel loyalty also gives you flexibility. You can offer different rewards for dine-in, takeout, or delivery, or keep it consistent across all channels. Either way, you're giving guests a reason to keep coming back.

Step 4: Promote your program

Once your loyalty program is live, promotion is key. Guests can't join what they don't know about — so make sure your launch plan spreads the word across every channel:

In-store: Add signage at the counter, table tents, or QR codes on receipts.
Online: Highlight loyalty on your website, email newsletters, and social channels.
Delivery bags: Flyers stapled to your delivery bags grab attention right away and can drive faster rewards program signups, while inserts tucked into bags reinforce the message, explaining how customers can sign up as they unpack and enjoy their meal.
In-app or online checkout: If you're using Cross-Channel Loyalty, remind customers that they can earn rewards when ordering through DoorDash.

Keep your message clear and motivating. Focus on the benefits of your program ("Earn rewards with every order") rather than the basic logistics ("Join our loyalty program").

And remember — DoorDash has your back. The DoorDash Commerce Platform includes easy-to-use promotional tools that help you reach customers directly, from targeted campaigns to automated reminders that bring guests back when things slow down.

Step 5: Track performance and optimize

The difference between a good loyalty program and a great one lies in optimization, and the DoorDash Commerce Platform gives you access to real-time insights so you can monitor what's working and adjust quickly.

Track metrics like:

Enrollment rate: How many customers are signing up?
Redemption rate: Are rewards being used?
Repeat customer rate: Is the number of repeat customers increasing?
Loyalty-attributed sales: How much money is the loyalty program bringing in?

With these insights, you can fine-tune your reward frequency, adjust values, and test new perks — all without adding complexity for your team.

The result? A more valuable loyalty program and stronger customer relationships.

How El Jefe's Taqueria leverages Cross-Channel Loyalty

Within just three months of launching Cross-Channel Loyalty, El Jefe's Taqueria saw a sizable impact to sales.

Automated loyalty 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.**

"[T]he loyalty program helps local restaurants not just acquire new customers, but turn them into regulars."

John Schall, Owner, El Jefe's Taqueria

Read El Jefe's Taqueria's full story

Build loyalty that lasts

Whether you operate one location or multiple, building a restaurant rewards and loyalty program doesn't have to be complicated.

The DoorDash Commerce Platform is designed to make growth achievable — not overwhelming. Here's what sets it apart:

Reach: DoorDash Marketplace connects you to more new customers than any other platform, reaching 94% of the U.S. population. And, when guests sign up for your loyalty program on DoorDash, you get access to their contact information, streamlining the process of turning DoorDash customers into regulars that order through your direct channels.
Simplicity: Easy-to-use tools and automation take the heavy lifting off your team.
Control: You set your own rewards, timing — maintaining full flexibility.
Commission-free Online Ordering*: Build loyalty while protecting your profits.
Support: From setup to optimization, DoorDash helps you drive direct orders.

By following these steps — setting clear goals, designing meaningful rewards, connecting all your channels, promoting consistently, and tracking results — you can turn casual diners into lifelong fans.