Obypay Data Insights 2025: the impact of loyalty on sales according to catering models
December 23, 2025
What is the real impact of loyalty on average ticket sales, margins and restaurant growth?
This edition of Obypay Data Insights 2025 analyzes the performance of establishments equipped with Obypay's loyalty solution.
Fast food, franchise and leisure complex three operating areas, three challenges, but the same performance logic. Let's decipher it together.
Field analysis: what impact does Obypay's loyalty solution have on sales?
Fast-food: +39% average bill thanks to loyalty integrated into the ordering process (Mezzencore)
Visit fast foodLoyalty is not built after the order has been placed, but during it. If loyalty isn't a natural part of the customer journey, they won't take the time to register. The terminal then becomes the logic input point.
On the first visit, registration is carried out directly on-screen. Then the customer simply scans its loyalty card dematerialized from its wallet and accumulates its benefits with each passage.
Visit Self ordering kiosk alone is already having a real impact. At Mezzencore, the average ticket rose by +20% when the kiosks were installed, which is already a significant increase in sales for a fast-food concept.
Loyal customers, on the other hand, show a higher shopping basket of +39%, almost double. This progression is hard to ignore when you're looking to secure your margins.
How can we explain this discrepancy? A registered customer knows his benefits, knows where he stands in his program and adjusts his order accordingly. Spending levels play a direct role here. When you're a few euros short of what's needed to unlock a reward, adding a drink or dessert becomes a logical decision, taken at the most efficient moment, during the order process.
Conditional rewards reinforce this mechanism without driving prices down. They guide spending while leaving the customer free to choose. You avoid large, unprofitable promotions, while increasing the value of the basket.
Once the first order has been placed, loyalty continues to play its role. Visit relaunch campaigns target customers who haven't returned and call them back at the right time. In fast food, a simple reminder is often enough to turn a one-off order into a monthly or weekly habit.
"Loyalty acts on two key levers: basket and frequency. You don't just earn more on an order, you also increase the chances that the customer will come back, which stabilizes sales over time."Expert opinion
➜ Want to know more? Discover the Mezzencore success story
Leisure complexes: 90% of marketing contacts generated by the dematerialized loyalty card (10.55)
In a leisure complexThe customer journey is by nature fragmented. The challenge is to encourage visitors to move between several activities (bowling, karaokesnacking, indoor climbing, etc.) during the same visit.
At 10.55, the dematerialized loyalty card serves as a common thread. Customers identify themselves once, then remain recognized throughout the complex. This continuity changes the relationship and the experience of the place.
The strongest indicator concerns data: 90% of marketing contacts are collected via the dematerialized card. When loyalty becomes part of the experience, customers naturally identify with it. You get a solid foundation to communicate, relaunch and segment your customers.
This centralization also paves the way for wider consumption. A loyal customer doesn't limit himself to a single activity: he consumes several of the complex's offers. Lith loyalty playing a role in both the diversity of spending and the frequency of visits, customer value increases.
A final point of interest to managers: operational simplification. A single tool for fidelity, ordering and payment reduces the workload of teams, from the field to management. The impact is not just in terms of sales, but also in terms of management comfort.
"In a leisure complex, loyalty is not just about offering a one-off benefit, but becomes the foundation of the customer relationship. It fuels recurrence, facilitates multi-activity consumption, and creates a solid database to steer the business over time."Expert opinion
➜ Want to know more? Discover the success story of 10.55
Franchise: 1300 loyal customers in 3 weeks before second opening (Marvely)
Visit franchise and multi-site management, loyalty plays an essential role in expansion strategy.
At Marvely, loyalty is an integral part of the strategy from the very first opening. Within 3 weeks, 1,300 customers had signed up for the program, even before the opening of a second outlet.
This figure is not just a reflection of the concept. It shows that a customer base has been deliberately built up in advance, committed and ready to follow the brand in its development.
This is where loyalty takes on another dimension. It validates the market and proves that customers are not just passing visitors, but regulars who return and consume on a regular basis. For the franchisor, it's a strong commercial argument for promoting his concept to potential franchisees.
Last but not least: loyalty becomes immediately activatable in the network. The program is automated, connected to the cash register softwareand can be deployed as soon as a store is inaugurated.
"A loyal customer base facilitates the launch of new addresses, reduces dependence on acquisition actions at start-up, and accelerates franchisee ramp-up. Loyalty doesn't just support existing sales, it directly contributes to the development strategy."Expert opinion
Customer loyalty: the choices that will make the difference in 2026
If you want to achieve the same level of impact in 2026, it's all about the way your loyalty program is designed and deployed. Over 1,500 establishments are already using Obypay's loyalty solution to increase the value of their customers, stabilize their sales and make their development more reliable.
➜ Do you want comparable results in 2026? Contact our team today.
