It’s a good idea to start the new year with a fresh outlook and an eye out for new, exciting ways to reach guests and increase loyalty. And with this freshness in mind, diners everywhere are flocking to a growing trend across a variety of restaurant spaces: restaurants offering app-less rewards programs.
When restaurant apps came on-scene, it seemed like the ideal way to engage customers’ loyalty without having to hound them for a phone number or email address. Quickly, customers at check-out counters everywhere became averse to anything beginning with, “Would you like to sign-up…?” By creating an app, restaurants eliminated these conversations and requests that led to glazed-over eyes and irritated guests. Instead, those committed to a particular restaurant and their rewards program could access and cash-in on rewards via a phone app.
However, apps are now the norm. Peoples’ phones are filling up with apps, and apps become another thing to juggle. Just like old, abandoned punch cards or loyalty emails immediately sent to the trash, app rewards are now easily ignored or forgotten.
““We wanted to create a loyalty program that would feel seamless to the guest, strengthen emotional connection with the brand, and drive repeat visits, all without requiring a standalone app,” a representative from Portillo’s told Nation’s Restaurant News (NRN) in a recent article about Portillo’s new digital Portillo’s Perks card. NRN writes, “Through the digital wallet pass, the brand can update offers, highlight new menu items, and promote limited-time deals, without a customer needing to devote extra real estate on their phone to another app.”
“This tech-forward approach eliminates common loyalty program friction, like forgotten logins or app fatigue, while making it easier for guests to stay engaged,” Portillo’s added.
It’s a fresh trend to be sure. “According to Informa Engage’s June 2025 Market Leader Report, more than one-quarter of surveyed operators with a loyalty program said they would be interested in app-less loyalty. This is just about the same level of interest subscription or membership models, though it does not drive as much interest yet as AI-driven personalized, which 38% of operators expressed interest in,” NRN reported in the same article. But however new, it seems the best solution for what comes next in relationship-building and customer brand loyalty, keeping in-line with how consumers are using their phones and engaging their brands.
Birdcall, a restaurant based out of Denver, also has switched to an app-less loyalty program and comments on how the ease of a digital wallet frees up more space for real customer engagement. ““We focus on meeting guests where they are — through memorable in-restaurant experiences, authentic content on social, and timely, relevant offers via email and SMS,” a representative for Birdcall said. “Without app clutter, guests get direct value — and in a world of complicated programs, ours feels refreshingly easy.”
Richard Weil, principal and owner of National Restaurant Consultants (NRC), adds, “Guest interaction and engagement activities that attract and retain customers—plus provide avenues to increase new customers by utilizing new tech—are a welcome avenue for the industry. Take the time to review what approach is the best fit for your business.” At National Restaurant Consultants, we believe it’s important to be flexible and to pay attention to trends gaining momentum. While traditions and familiarity are an important part of customer loyalty, so is it crucial to make adjustments that improve efficiency and customer satisfaction.