Popeyes: How to win Gen Z's loyalty (and wallets) in-store

Gen Z is navigating a tough economic climate. In the UK, they're feeling the pinch of a cost-of-living crisis, with student debt and inflation squeezing their budgets.

This means they're not just looking for a good deal; they're seeking out brands that truly understand their financial realities and offer genuine, ongoing value. They want to know a brand is in their corner, not just trying to make a quick buck.

This is where a strategic approach to loyalty and rewards becomes a game-changer.

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Loyalty: It's not just about discounts, it's about connection

For marketers, one of the biggest pain points is proving that discounts don't just attract one-time bargain hunters who devalue the brand. Marketers worry about offering a promotion that gets picked up by a random coupon site, eroding their margins and training customers to wait for the next sale.

But Gen Z is different. They appreciate loyalty programs because these programs show a brand is invested in a long-term relationship, not just a transaction. It's a way for a brand to acknowledge their identity and offer something meaningful in return. As one Gen Zer, Lexie, put it, "I love a loyalty program."

This sentiment highlights a key insight: when done right, a loyalty program can curate a community and build advocacy without devaluing the brand.

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We want our customers to be able to get a taste of New Orleans. At any Popeyes store, you know that you can get that.

-Georgie Ross, Head of Central Marketing, Popeyes

The Popeyes app: Deals, delivered digitally

Popeyes has mastered the art of digital loyalty with their app. For Gen Z, who are mobile-first and convenience-driven, the app is a natural go-to for rewards and offers. It's a central hub where customers can browse the menu, order online, and find the latest offers and deals. Their "deal reveals" mechanic is a perfect example of how they keep things fresh and engaging. Each week, a new exclusive offer is unveiled for loyalty app users, creating a sense of anticipation and exclusivity. This approach leverages the "science of incentives," calibrating offers to feel exclusive without being excessive, thereby driving conversion and loyalty without training customers to always expect a discount.

A well-designed app can serve as the cornerstone of your loyalty strategy, providing a seamless and rewarding digital experience that keeps your most valuable customers coming back for more.

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In-store fun and endless rewards

Popeyes knows that not every interaction happens on a screen. They’ve extended the fun to their physical locations with their "winner winner, chicken spinner" promotion. When you order in-store, your receipt has a QR code you can scan. This lets you spin a digital wheel with every spin guaranteeing a prize for your next visit. This innovative approach makes in-store purchases a game, rewarding customers and encouraging repeat footfall.

Furthermore, Popeyes understands the importance of student-specific offers. They partner with student verification platforms to provide exclusive discounts that change with the student calendar, aligning with key moments like the start of the academic year.

This is smart marketing! It's relevant, respectful, and rewards a specific consumer group for their identity, something that resonates deeply with Gen Z.

Integrate your digital and physical experiences to create a seamless, rewarding customer journey that drives both online and in-store engagement.

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Key takeaways for marketers

Make it fun and engaging‍

Don't just offer a percentage off. Turn your loyalty program into a rewarding experience with gamified elements, like Popeyes' "chicken spinner."

Make your deals exclusive‍

Use offers and campaigns to make your audience feel special. Exclusive "deal reveals" or gated discounts for verified groups, like students, build a sense of community and trust.

Think omnichannel‍

Your customer journey isn't just online or in-store, it's both. Connect your digital loyalty program to your physical locations with simple mechanics like QR codes. This bridges the gap and creates a holistic brand experience.

Keep your offers specific

Generic discounts attract price-sensitive buyers. Instead, target specific consumer groups with tailored offers that resonate with their needs, aligning with their emotional resonance, timing, and unmet needs.

This builds genuine loyalty and advocacy.

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How Pion can help

Pion helps brands like yours move beyond generic discounts and into the world of strategic, community-driven loyalty. Our closed-consumer group verification platform connects you with millions of already-verified customers across 100 countries, helping you drive loyalty without devaluing your brand.

Our solutions enable you to capture zero-party data and fuel long-term retention and personalization efforts, all while avoiding the cost and risk of traditional paid advertising.

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