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Discounts alone won’t cut it anymore. Diners are demanding more—more value, more convenience, and smarter engagement. At the same time, personalization matters, but only when it feels right.

Economic pressures have changed how guests interact with loyalty programs, and the competition for their attention has never been fiercer. Brands that deliver tangible value and frictionless experiences will earn a spot in the limited set of programs consumers actively manage. But what does “value” really mean today? And how far can personalization go before it feels intrusive?

Our latest research uncovers the strategies winning in a tighter economy and explores how brands can balance personalization with privacy to earn lasting loyalty.