Restaurant loyalty is breaking down as, instead of defaulting to brands out of habit, consumers are actively reassessing every experience based on whether it feels worth it, according to Tillster’s 2026 Phygital Index Report. “Loyalty is no longer something brands can assume, and it has to be earned on every visit,” Hope Neiman, Chief Marketing Officer at Tillster, told Modern Restaurant Management (MRM) magazine. “Nearly half of diners (45 percent) say their favorite restaurant has changed in the past year – up significantly from 33 percent in 2025.” The relationship between diners and brands has fundamentally changed, the report reveals. Loyalty used to be much more fixed, and it took a lot to sway someone to try a new restaurant over their go-to spot. A few years ago, consumers tended to have clear favorites and stick with them, whether that was one fast-casual brand over another or a specific quick-service chain. “What we’re seeing now is much more fluid behavior,” said Neiman. “Diners are constantly asking: 'Is this experience worth what I’m paying?' 'Is it easy and convenient to order?' 'Does this brand actually recognize me and make the experience feel seamless?' So when nearly half of diners say their favorite restaurant has changed, it means the idea of the ‘favorite restaurant’ is no longer permanent. In fact, the concept itself, much like loyalty, is dying.” … the old playbook of competing on price or relying on loyalty programs alone isn’t enough. The operators that will win are the ones…
