QSR chains import sneaker-style 'drops' into loyalty programs to lift frequency as traffic softens
Taco Bell, Wendy's, Pizza Hut, Chipotle and El Pollo Loco are borrowing from Nike and Adidas playbooks—using limited-edition merch and member-only perks to boost engagement. Loyalty members already show 13% frequency growth and 17% YoY spend lift, with 45% drawn to scarce items and 48% wanting exclusive access.
QSR chains including Taco Bell, Wendy's, Pizza Hut, Chipotle and El Pollo Loco are importing sneaker-culture 'drops'—limited-edition merch and member-only perks—into loyalty programs to drive frequency and spend as traffic softens.