Customer loyalty programs are undergoing a fundamental shift. While free programs remain widespread, more companies—across both retail and foodservice—are embracing a “Netflix-style” subscription model. These paid programs offer enhanced value to consumers while boosting engagement, visit frequency, and average spend.
A 2020 McKinsey study found that customers who enroll in paid loyalty programs are more loyal, spend more with their chosen brand, and do so more frequently. As a result, companies from convenience stores to cafés are finding creative ways to tailor subscription models to their customer experience.
7-Eleven: Expanding Reach with Delivery Subscriptions
7-Eleven’s 7NOW Gold Pass allows customers to receive nearly 3,000 convenience items delivered in about 30 minutes with no delivery fee. The value proposition is clear: the subscription “pays for itself” after just a few uses per month. More importantly, it effectively extends each store’s service radius—giving customers a reason to engage with 7-Eleven without ever walking through the door.
Circle K: Turning Car Washes into Loyalty Engines
Circle K’s unlimited car wash subscription is a clever hybrid of convenience and upselling. By bringing subscribers into their locations regularly, the chain creates more opportunities to sell fuel, snacks, and impulse items. Circle K even leans into the idea of shared subscriptions—encouraging family members to use the same plan, increasing overall foot traffic and potential sales.
Sheetz: Snack Subscriptions for Superfans
Sheetz’s “Fryz on Demand” subscription lets customers order fries every two hours through the mobile app, pairing well with their beverage subscription. While some locations offer drive-thrus, most require in-store pickup—bringing loyal customers inside and increasing the chance of additional purchases. It’s a smart use of Sheetz’s clean facilities and commuter-friendly footprint.
Panera Bread: Building Daily Habits Through Sips
Panera Bread’s *Unlimited Sip Club* gives members unlimited access to beverages like hot coffee, iced tea, fountain drinks, and Charged Lemonades for \$14.99/month. With free in-café refills and a redemption opportunity every two hours, Panera turns beverages into a daily ritual—encouraging frequent visits and increasing brand affinity.
The Bottom Line: Paid Loyalty Is the New Loyalty
Subscription models don’t just offer value—they create habits. The paid nature of the programs motivates customers to return often enough to “get their money’s worth,” while time-bound perks create urgency. From expanding delivery zones to monetizing non-core services like car washes and drinks, retailers and restaurants alike are proving that loyalty is no longer just about points—it’s about presence.
Tim Powell is a Managing Principal of Foodservice IP. Tim serves as a trusted foodservice adviser to management at several food companies.
Like the content? Sign up to receive our communications.
Recent Comments