In restaurant and QSR spaces, discounts used to be the easiest way to win repeat visits. Today, they’re table stakes. Customers expect brands to know them, reward them, and make every interaction feel like part of something bigger. What motivates loyalty today isn’t price — it’s purpose. QSR leaders like KFC and White Castle are proving that when rewards feel personal and earned, customers don’t just return; they stay.
Customers expect more than discounts
68% of consumers say they’re not motivated by discounts and are willing to pay more for a personalized and valuable experience, according to the Marigold 2025 Consumer Trends Index. In today’s market, customers aren’t simply chasing the next coupon or price cut: they’re looking for experiences that feel meaningful.
It may sound counterintuitive in a world where “the sale never ends.” Promotions once reserved for holidays or slow seasons have become constant, creating an expectation that discounts are always around the corner. As Roger Williams, Head of Loyalty CoE for Marigold, says, “The sale is perpetual. The sale continues.”
If the price tag isn’t the motivator, what is? Increasingly, QSR customers want to feel known, earn rewards, and belong to something beyond a transaction.
Why discounts alone don’t inspire loyalty
To understand what truly drives brand loyalty, we can borrow a lens from psychology: Self-Determination Theory (SDT). This framework distinguishes between two types of motivation: intrinsic and extrinsic.
- Intrinsic motivation comes from doing something because it’s enjoyable or meaningful.
- Extrinsic motivation comes from doing something for external rewards, like discounts, freebies, or badges.
When external rewards dominate, they can actually dampen that internal drive. For marketers, this means that while discounts can prompt short-term actions, they rarely build genuine enthusiasm or brand connection over time.
Research suggests that when rewards feel purely transactional, they can weaken intrinsic motivation and replace authentic engagement with surface-level participation. In loyalty terms, that means customers might redeem offers, but they won’t necessarily stay emotionally invested.
As Roger explains, “Redemption is the most powerful thing in loyalty.” When a customer earns something and redeems it meaningfully, that moment feeds both extrinsic and intrinsic motivation: it feels good and reinforces the relationship.
The power of personalization
Relevance turns rewards into relationships. As Ashley Deibert, CMO of Marigold, says, “If you’re offering something that’s meaningful to customers and that they’ll actually use, that’s part of the personalization experience.”
Personalization isn’t just about customized offers — it’s about aligning rewards with customers’ values and identity.
“[Customers] want to be associated with brands that share their same values,” Ashley says. “It’s not just about getting something for free or discounted — it’s about being part of a community, part of a brand experience.”
When customers see themselves reflected in your brand, their engagement moves from transactional to emotional. That’s where true loyalty lives.
Reward behavior in action: Gamification and emotional engagement
If you need proof that customers want more than discounts, look no further than KFC Rewards and White Castle’s Crave Continuum. Both QSR brands used Marigold to create loyalty programs that customers actually wanted to use and felt tailored to their needs, preferences, and behavior.
Through gamification and tapping into customers’ intrinsic motivation, KFC and White Castle engaged customers with badges, tiers, and new levels to unlock. In turn, these experiences transformed everyday transactions into moments of joy and surprise. Moving beyond an indiscriminate discount model to unlocking rewards wasn’t just about saving money: the focus was achievement, belonging, and fun.
As Ashley says, “It’s not just about getting something for free or discounted; it’s about being part of a community. The best thing brands can do is engage with consumers not just behind an app or punch card, but face-to-face — bring them out to actually experience the brand in real life.”
KFC Rewards took the emotional connection beyond the app, integrating their rewards program into the in-store experience. When a customer ordered in-store, the team knew their name, preferences, and favorite badges — transforming their loyalty program into a bridge between digital and real-world experiences.
White Castile embedded discounts within a gamified structure, making every reward feel earned and every transaction feel purposeful. As Roger notes, “Discounts have to have meaning. They have to have context.”
The results spoke for themselves: one year into the launch of KFC’s new rewards program, they gained 6 million members, and White Castle reported a 70% increase in loyalty transactions — and stronger emotional bonds between fans and the brand.
Loyalty beyond the transaction
Loyalty that lasts doesn’t come from endless discounts, but from experiences that spark emotion, recognition, and reward through effort. When customers feel both known and valued, their loyalty becomes self-sustaining.
Marigold helps QSR brands unlock this deeper layer of loyalty, turning short-term incentives into long-term emotional connections. Whether through gamified engagement, personalized experiences, or cross-channel storytelling, the goal is simple: help customers feel like they truly belong.
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