Loyalty metrics are onerous to search out in public discussion board. What number of convention shows have you ever attended that informed the story of a program however stopped in need of disclosing the efficiency numbers that you just wished to know? Too typically, these experiences are like listening to a joke that leaves out the punchline or studying a novel that lacks a denouement. You get the concept.
For some purpose, manufacturers prefer to preserve the numbers near their vest. The kimono hardly ever opens. However public firms should report back to regulatory authorities. The query is, do they report data relative to their buyer advertising and marketing efforts, extra particularly to their loyalty program efficiency?
If you’re a daily reader of The Sensible Marketer, you’ve seen many articles summarizing loyalty associated highlights from earnings name transcripts. This week, our employees wished to do a broader survey to study what numbers have been disclosed and to discern the totally different reporting approaches adopted by a variety of manufacturers.
We began trying into QSR manufacturers reviewed publicly reported data from Domino’s, McDonald’s, and Starbucks. We wished to see what numbers have been disclosed and found that every firm chosen a definite strategy to what they open up to the investor group.
We expanded our search a bit to make the most of data made out there by manufacturers with devoted buyer loyalty initiatives. We found that every firm chosen a definite strategy to what they open up to the investor group. We simply scratched the floor on this evaluation and promise to proceed to unearth extra metrics for you. For at present, right here’s a abstract of what we discovered.
Domino’s
Domino’s Rewards newest out there membership (FY 2024) reached 35.7M customers, up by 2.5M YoY.
Domino’s discloses excessive stage membership figures and digital gross sales penetration (typically 80%+ of U.S. gross sales) however doesn’t share onerous numbers like lively loyalty member counts, loyalty-attributed gross sales or Member vs. non-member conduct deltas.
Evidently Domino’s treats loyalty as infrastructure and simply considered one of a number of levers driving comp gross sales. For QSR’s that think about themselves digitally native operators, they see loyalty as desk stakes reasonably than a standalone asset that wants separate financial justification. In different phrases, Domino’s administration is perhaps considering “If digital is working, loyalty is working—no want to interrupt it out.”
McDonald’s
McDonald’s reported in its Q3 2025 outcomes name that systemwide gross sales to loyalty members throughout 60 loyalty markets have been roughly $34 billion for the trailing twelve-month interval and over $9 billion for the quarter. With International Systemwide gross sales over $36 billion for the quarter, loyalty gross sales equate to 25% of whole systemwide gross sales.
The latest member determine (Q2 2025) is 185M 90-day lively MyMcDonald’s Rewards members.
McDonald’s focuses on systemwide gross sales attributable to loyalty members, indicating a need to place loyalty as a measurable progress engine. The strategy is investor pleasant because it proactively solutions the query “Is loyalty transferring actual income at scale?” McDonald’s makes use of loyalty to strengthen the message that Loyalty shouldn’t be a advertising and marketing program—it’s a materials contributor to systemwide gross sales.
Starbucks
Within the Starbucks (SBUX) This fall FY2025 earnings name, Chairman and CEO Brian Niccol said “We noticed the largest positive aspects in service time, connection, and care perceptions, demonstrating the facility of Inexperienced Apron Service. Non-Starbucks Rewards buyer transactions grew year-over-year for the second consecutive quarter throughout all dayparts, validating our strategy to advertising and marketing.
Cathy Smith, EVP and CFO commented “Our 90-day lively Starbucks Rewards member base grew 1% each quarter over quarter and year-over-year to 34.2 million members. This was led by increased re-engagement and fueled by clients returning for his or her seasonal favorites and new choices as a part of our fall launch.”
Starbucks has chosen to deal with “90-day lively members” as the one significant KPI, avoiding directing consideration to the extent of dormant accounts which may dilute investor notion about this system. Starbucks is tying loyalty worth to conduct, not database dimension, a sensible technique to speak to the investor group. That stated, it’s emphasizing the significance of buyer expertise as a driver of gross sales efficiency.
Hilton
President & Chief Govt Officer Christopher J. Nassetta said within the Hilton Q3 2025 earnings name “we’re approaching in opposition to a goal a multiyear goal of 75% Honors occupancy, we’re approaching 70% at a quicker charge than we thought. We’re rising this system 15% to twenty% a 12 months. Lively members are growing or loopy wholesome, persons are actually engaged with this system.”
Kroger
The Kroger Co. (KR) Q3 2025 earnings name transcript included this assertion “By integrating our buyer knowledge and loyalty insights with third-party platforms, we will convey extra focused and revolutionary media campaigns to succeed in new buyer segments and create further monetization alternatives. Our media enterprise had a robust quarter with double-digit progress and continues to be a significant contributor to profitability.”
Marriott
The Q3 2025 Marriott earnings name transcript shared that Marriott Bonvoy membership grew to just about 260 million members, up 18% year-over-year, highlighting this system’s power and worth.
Walmart
Within the Q3 FY26 report, administration cited “elevated Walmart+ membership revenue” as a driver of upper gross margin in Q3, alongside combine and different components.
Wendy’s
2025 investor name referenced 45M rewards members enrolled, no indicators of exercise ranges or contributions to gross sales.
