The Comfort Food Economy: Inside the New Rules of Loyalty
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What’s driving the loyalty reset?
Fast food loyalty is being rewritten in real time. With U.S. meal prices up 57% since 2014 and young diners visiting less often, fast food has shifted from “cheap and cheerful” to an affordable luxury. Discounts no longer guarantee loyalty, emotional value does.
To understand what truly drives next-gen loyalty, Pion partnered with McDonald’s to unpack how the brand stays culturally relevant, emotionally resonant, and consistently chosen, even as traditional definitions of value erode.
This report distills those lessons into clear, actionable guidance for loyalty and CRM teams preparing for 2026.
Inside the report, you’ll learn:
• Why emotional value now outweighs financial value for Gen Z and Gen Alpha diners.
• How McDonald’s builds recognition-driven loyalty that goes beyond points and discounts.
HOW DOES ONE OF AMERICA'S MOST YOUTH-LOVED BRAND CONSISTENTLY STAY RELEVANT?
WHAT DOES LOYALTY ACTUALLY MEAN TO THE NEXT GENERATION OF DINERS?
• Why personalization must be behavior-led, simple, and brand-authentic to maintain trust.
• How cultural agility helps brands win loyalty moments in an inflation-shaped, fast-moving market.
And master how to:
• Modernize loyalty programs without overautomation
• Understand the new value equation for young consumers
HOW DO YOU CAPTURE SPENDING WHEN PRICE SENSITIVITY IS RISING?
"We stay fresh by unlocking truths and insights, and meeting fans where they are and where they’re going."
Brett Faris, U.S. Brand Manager at McDonald's
Download the report
Unlock the key lessons behind next-gen fast food loyalty, and what it means for your brand’s strategy.