Givex Annual Consumer Survey Results 2024: The Rising Cost of Food is Impacting People of all Ages and Incomes

Toronto, ON (May 9th, 2024) – Givex Corp. (“Givex”) (TSX: Givex) (OTCQX: GIVXF), a customer engagement platform, has today released results from the annual 2024 Consumer Survey, a national survey that measures Canadians’ sentiments on dining motivations, loyalty programs, and comfort level with restaurant technology. The survey polled more than 1,500 Canadians in April 2024.

Key Findings

Dining Motivations and Trends

• Four-in-five Canadians say promotions such as BOGO (80%) and coupons/discounts (77%) make them more likely to dine out at a restaurant. 57% find loyalty programs appealing, and 42% are interested in Happy Hour.
  • Happy hour appears very popular in BC, with 62% of residents more likely to dine out at restaurants offering this option. This is followed by Saskatchewan (53%) and Alberta (48%).
  • For all potential offers and features presented (coupons/discounts, promotions, happy hour, loyalty programs), young Canadians (ages 18-34) show the greatest interest compared to older age groups.
• Canadians have reduced the frequency of dining out this year compared to last year.
  • Almost half (49%) of Canadians say that so far this year, they’re dining out at restaurants less often compared to the previous year (the number of Canadians who say they’re dining out less has increased by 40% from 35% in 2023).
    • This number rises to 58% in Alberta and Saskatchewan, the highest amongst all provinces. More than half (52%) of British Columbians say they’re dining out less this year. Meanwhile, Ontarians seem to be feeling the pinch less than the rest of the country, with less than half (46%) saying they’re dining out less this year.
    • This number of Canadians who say they’re dining out less than the previous year is rising across all age groups:
      • Ages 18-34: More than half (52%) say they’re dining out less in 2024 than in 2023; compared to 29% who said they’re dining out less in 2023 than in 2022 – 79% increase
      • Ages 35-54: 52% said they’re dining out less in 2024 than in 2023; compared to 37% who said they’re dining out less in 2023 than in 2022 – 40% increase
      • Ages 55+: 52% said they’re dining out less in 2024 than in 2023; compared to 38% who said they’re dining out less in 2023 than in 2022 – 37% increase
  • 48% of Canadians are also ordering less delivery compared to 2023. This change is accompanied by 59% of Canadians cooking more at home—a figure that rises to 64% among young Canadians (aged 18 to 34).
  • Only 11% of Canadians say they’re dining out for special occasions such as Mother’s Day more this year than last year.
  • More than one-third (38%) of Canadians are making dining purchase decisions based on where promotions are being offered. This number rises amongst those aged 18-34 (45%) and aged 35-54 (40%).
  • Despite high menu prices and rising cost of living, a small portion (12%) of Canadians say they’re actually dining out at restaurants more often than last year (2023) – though this is a 57% decrease from 28% in 2023.
  • The majority (82%) of Canadians say that menu prices have made it challenging for them to dine out this year.
    • The rising cost of food is impacting people of all ages and incomes in a similar manner. Of those earning $100,000+ household income, 80% said menu prices have made it challenging for them to dine out (compared to 85% of those earning $50,000 or less).
    • This sentiment is felt the most strongly in Saskatchewan, where 89% said menu prices have made it more challenging to dine out.
      

Loyalty and Rewards

• With rising costs of menu prices,  loyalty programs might be a solution for some. 44% of Canadians agree they’re more likely to order takeout/delivery at a restaurant if they offer a loyalty rewards program and 40% of Canadians say they’re more likely to dine at a restaurant if it offers a loyalty program.
  • For restaurant operators, it is important to consider additional offerings or complements to reward programs to generate more interest. Only 3% of respondents ranked restaurant loyalty programs as the most valuable to them.
• Meanwhile, 62% (up from 57% last year – nearly a 9% increase) of Canadians rank grocery rewards programs as the single-most valuable type of loyalty program to them, widely outpacing any other category (just 3% say restaurants).
  • Grocery rewards programs are particularly valuable to lower-income households. This year, 67% of those with a household income (HHI) of $50K or less ranked grocery rewards as the most valuable type of loyalty program, up from 60% in 2023. Comparatively, 58% of those with an HHI of $100K+ ranked them as the most valuable type of loyalty program (up from 50% in 2023).
• 42% of Canadians say they use rewards/points from a loyalty program when making a purchase at least once a month
  • Almost all (97%) Canadians use rewards programs to make purchases.
• The average Canadian is a member of 4 loyalty programs.
  • 58% of Canadians are a member of 2-4 loyalty programs 
  • 29% of Canadians are a member of at least 5 loyalty programs

Tech Insights

• Artificial intelligence (AI) is shaping and transforming many industries, including the foodservice industry, and Canada is divided on how they feel about it. Just under half (48%) of Canadians say they feel comfortable with the use of AI in restaurants, and just over half (52%) feel the opposite.
  • Older Canadians are notably more uncomfortable, possibly due to a lack of understanding about the extent of AI usage – although the exact reasons are unclear. Only 40% of Canadians aged 55+ are comfortable with AI in restaurants, compared to half (50%) of those aged 35-54 and 59% of those aged 18-34. 

Results

1. Do any of the following make you more likely to dine out at a restaurant? (Repeat of 2023/2022 question) – Loyalty programs, coupons/discounts, promotions (eg. Buy One Get One, Get One Free), Happy Hour

• 16% (compared to 17% last year and 15% in 2022)  of Canadians say loyalty programs make them much more likely to dine out at a restaurant
• 31% (compared to 32% last year and 29% in 2022) of Canadians say coupons & discounts make them much more likely to dine out at a restaurant
• 34% (compared to 32% last year and 34% in 2022) of Canadians say promotions (eg. BOGO) make them much more likely to dine out at a restaurant
• 15 (compared to 16% last year and 15% in 2022) of Canadians say happy hour makes them make them much more likely to dine out at a restaurant

---

• 57% (compared to 56% in 2023/2022) of Canadians say loyalty programs make them much/somewhat more likely to dine out at a restaurant 
• 77% (compared to 78% last year and 77% in 2022) of Canadians say coupons & discounts make them much/somewhat more likely to dine out at a restaurant
• 80% (same as last year, and 81% in 2022) of Canadians say promotions (eg. BOGO) make them much/somewhat more likely to dine out at a restaurant
• 42% (compared to 43% last year and 40% in 2022) of Canadians say happy hour makes them make them much/somewhat more likely to dine out at a restaurant
  

---

Loyalty Programs: Do each of the following make you much more likely to dine out at a restaurant?

• 16% (compared to 17% last year and 15% in 2022) of Canadians say loyalty programs make them much more likely to dine out at a restaurant
• 40% (same as last year and compared to 41% in 2022) of Canadians say loyalty programs make them somewhat more likely to dine out at a restaurant 
• 43% (compared to 44% in 2023 and 2022) of Canadians say loyalty programs make no difference to the likelihood of them dining out at a restaurant
• 57% (compared to 56% in 2023 and 2022) of Canadians say loyalty programs make them much/somewhat more likely to dine out at a restaurant

---

Coupons/Discounts: Do each of the following make you much more likely to dine out at a restaurant?

• 31% (compared to 32% last year and 29% in 2022) of Canadians say coupons/discounts make them much more likely to dine out at a restaurant
• 46% (same as last year and compared to 48% in 2022) of Canadians say coupons/discounts make them somewhat more likely to dine out at a restaurant
• 23% (compared to 22% last year and 23% in 2022) of Canadians say coupons/discounts make no difference to the likelihood of them dining out at a restaurant
• 77% (compared to 78% last year and was 77% in 2022) of Canadians say coupons/discounts make them much/somewhat more likely to dine out at a restaurant
  

---

Promotions (eg. Buy One, Get One Free): Do each of the following make you much more likely to dine out at a restaurant?

• 34% (compared to 32% last year and was 34% in 2022) of Canadians say promotions (eg. BOGO) make them much more likely to dine out at a restaurant
• 45% (compared to 48% last year and 47% in 2022) of Canadians say promotions (eg. BOGO) make them somewhat more likely to dine out at a restaurant
• 20% (same as last year and compared to 19% in 2022) of Canadians say promotions (eg. BOGO) make no difference to the likelihood of them dining out at a restaurant
• 80% (same as last year and compared to 81% in 2022) of Canadians say promotions (eg. BOGO) make them much/somewhat more likely to dine out at a restaurant
  

---

Happy Hour: Do each of the following make you much more likely to dine out at a restaurant?

• 15% (compared to 16% last year and 15% in 2022) of Canadians say happy hour makes them much more likely to dine out at a restaurant
• 27% (same as last year and compared to 25% in 2022) of Canadians say happy hour makes them somewhat more likely to dine out at a restaurant
• 58% (compared to 57% last year and 60% in 2022) of Canadians say happy hour makes no difference to the likelihood of them dining out at a restaurant
• 42% (compared to 43% last year and 40% in 2022) of Canadians say happy hour makes them much/somewhat more likely to dine out at a restaurant

2. Restaurants have incorporated artificial intelligence (AI) into the guest experience. For instance, some restaurants are using AI-powered order recommendations for online ordering based on a customer’s previous orders, preferences, and dietary restrictions. What is your comfort level with AI in restaurants?   (new question)
   

• 11% of Canadians feel very comfortable with AI in restaurants
• 38% of Canadians feel somewhat comfortable with AI in restaurants
• 30% of Canadians feel somewhat uncomfortable with AI in restaurants
• 22% of Canadians feel very uncomfortable with AI in restaurants
• 48% feel very/somewhat comfortable with AI in restaurants
  • BREAKDOWN BY AGE:
    • 18-34: 44% say they feel very/somewhat comfortable
    • 35-54: 37% say they feel very/somewhat comfortable
    • 55+: 34% say they feel very/somewhat comfortable
• 52% feel very/somewhat uncomfortable with AI in restaurants
  • BREAKDOWN BY AGE:
    • 18-34: 41% say they feel very/somewhat uncomfortable
    • 35-54: 50% say they feel very/somewhat uncomfortable
    • 55+: 60% say they feel very/somewhat uncomfortable

3. Compared to last year (2023), would you say you are doing each of the

following more or less often so far this year? (new question) – Dining out at restaurants, ordering delivery from restaurants, ordering pick-up from restaurants, Cooking at home instead of dining out (including meal kits), Dining out for special occasions (e.g. Mother’s Day, Father’s Day), Making dining purchase decisions based on where promotions are being offered.

Dining out at restaurants 

• 1% (compared to 6% in 2023) of Canadians say so far this year, they’re dining out at restaurants much more often compared to last year (2022)
• 12% (compared to 22% in 2023) of Canadians say so far this year, they’re dining out at restaurants a little more often compared to last year (2023)
• 38% (compared to 36% in 2023) of Canadians say so far this year, they’re dining out at restaurants about the same as last year (2023)
• 25% (compared to 19% in 2023) of Canadians say so far this year, they’re dining out at restaurants a little less often compared to last year (2023)
• 25% (compared to 17% in 2023) of Canadians say so far this year, they’re dining out at restaurants much less often compared to last year (2023)
• 12% (compared to 28% in 2023) of Canadians say so far this year, they’re dining out at restaurants more often compared to last year (2023)
• 49% (compared to 35% in 2023) of Canadians say so far this year, they’re dining out at restaurants less often compared to last year (2023)

Ordering delivery from restaurants

• 3% of Canadians say so far this year, they’re ordering delivery from restaurants much more often compared to last year (2023)
• 8% of Canadians say so far this year, they’re ordering delivery from restaurants a little more often compared to last year (2023)
• 41% of Canadians say so far this year, they’re ordering delivery from restaurants about the same as last year (2023)
• 19% of Canadians say so far this year, they’re ordering delivery from restaurants a little less often compared to last year (2023)
• 29% of Canadians say so far this year, they’re ordering delivery from restaurants much less often compared to last year (2023)
• 11% of Canadians say so far this year, they’re ordering delivery from restaurants more often compared to last year (2023)
• 48% of Canadians say so far this year, they’re ordering delivery from restaurants less often compared to last year (2023)

Ordering pick-up from restaurants

• 2% of Canadians say so far this year, they’re ordering pick-up from restaurants much more often compared to last year (2023)
• 11% of Canadians say so far this year, they’re ordering pick-up from restaurants a little more often compared to last year (2023)
• 49% of Canadians say so far this year, they’re ordering pick-up from restaurants about the same as last year (2023)
• 18% of Canadians say so far this year, they’re ordering pick-up from restaurants a little less often compared to last year (2023)
• 21% of Canadians say so far this year, they’re ordering pick-up from restaurants much less often compared to last year (2023)
• 12% of Canadians say so far this year, they’re ordering pick-up from restaurants more often compared to last year (2023)
• 39% of Canadians say so far this year, they’re ordering pick-up from restaurants less often compared to last year (2023)

Cooking at home instead of dining out (including meal kits)

• 35% of Canadians say so far this year, they’re cooking at home instead of dining out much more often compared to last year (2023)
• 24% of Canadians say so far this year, they’re cooking at home instead of dining out a little more often compared to last year (2023)
• 34% of Canadians say so far this year, they’re cooking at home instead of dining out about the same as last year (2023)
• 4% of Canadians say so far this year, they’re cooking at home instead of dining out a little less often compared to last year (2023)
• 3% of Canadians say so far this year, they’re cooking at home instead of dining out much less often compared to last year (2023)
• 59% of Canadians say so far this year, they’re cooking at home instead of dining out more often compared to last year (2023)
• 7% of Canadians say so far this year, they’re cooking at home instead of dining out less often compared to last year (2023)
  

Dining out for special occasions (e.g. Mother’s Day, Father’s Day)

• 2% of Canadians say so far this year, they’re dining out for special occasions (eg. Mother’s Day) much more often compared to last year (2023)
• 9% of Canadians say so far this year, they’re dining out for special occasions (eg. Mother’s Day) a little more often compared to last year (2023)
• 55% of Canadians say so far this year, they’re dining out for special occasions (eg. Mother’s Day) about the same as last year (2023)
• 19% of Canadians say so far this year, they’re dining out for special occasions (eg. Mother’s Day) a little less often compared to last year (2023)
• 15% of Canadians say so far this year, they’re dining out for special occasions (eg. Mother’s Day) much less often compared to last year (2023)
• 11% of Canadians say so far this year, they’re dining out for special occasions (eg. Mother’s Day) more often compared to last year (2023)
• 34% of Canadians say so far this year, they’re dining out for special occasions (eg. Mother’s Day) less often compared to last year (2023)
  

Making dining purchase decisions based on where promotions are being   offered.

• 15% of Canadians say so far this year, they’re making dining purchase decisions based on where promotions are being offered much more often compared to last year (2023)
• 23% of Canadians say so far this year, they’re making dining purchase decisions based on where promotions are being offered a little more often compared to last year (2023)
• 50% of Canadians say so far this year, they’re making dining purchase decisions based on where promotions are being offered about the same as last year (2023)
• 5% of Canadians say so far this year, they’re making dining purchase decisions based on where promotions are being offered a little less often compared to last year (2023)
• 7% of Canadians say so far this year, they’re making dining purchase decisions based on where promotions are being offered much less often compared to last year (2023)
• 38% of Canadians say so far this year, they’re making dining purchase decisions based on where promotions are being offered more often compared to last year (2023)
• 12% of Canadians say so far this year, they’re making dining purchase decisions based on where promotions are being offered less often compared to last year (2023)

4. Do you agree or disagree with the following statements? (repeat of 2023 question)
   
   I am more likely to dine at a restaurant if they offer a loyalty rewards program.

• 6% (compared to 7% in 2023) of Canadians strongly agree 
• 34% (compared to 30% in 2023) of Canadians agree
• 32% (compared to 39% in 2023) of Canadians disagree
• 13% (compared to 11% in 2023) of Canadians strongly disagree
• 15% (compared to 13% in 2023) of Canadians don’t know
• 40% (compared to 37% in 2023) of Canadians agree
• 45% (compared to 50% in 2023) of Canadians disagree

I am more likely to order takeout/delivery at a restaurant if they offer a loyalty rewards program.

• 7% (compared to 9% in 2023) of Canadians strongly agree
• 36% (compared to 37% in 2023) of Canadians agree
• 30% (compared to 33% in 2023) of Canadians disagree
• 13% (compared to 11% in 2023) of Canadians strongly disagree
• 14% (compared to 10% in 2023) of of Canadians don’t know
• 44% (compared to 46% in 2023) of Canadians agree
• 42% (compared to 43% in 2023) of Canadians disagree
  

Menu prices have made it challenging for me to dine out this year. (NEW)

• 41% of Canadians strongly agree
• 41% of Canadians agree
• 12% of Canadians disagree
• 3% of Canadians strongly disagree
• 3%  of Canadians don’t know
• 82% of Canadians agree
• 15% of Canadians disagree

5. What type of loyalty programs are most valuable to you? Please rank the following from most (1) to least (5) important. (repeat of 2023 question)

Ranked first summary:

• 3% (compared to 7% in 2023) of Canadians say restaurant loyalty programs are the most valuable type of loyalty programs
• 7% (same as 2023) of Canadians say retail store loyalty program sare the most valuable type of loyalty programs 
• 13% (compared to 15% in 2023) of Canadians say travel loyalty programs (eg. airlines, rental cars, etc) are most valuable type of loyalty programs
• 5% (same as 2023) of Canadians say hotel/accommodation loyalty programs are most valuable type of loyalty programs
• 62% (compared to 57% in 2023) of Canadians say grocery loyalty programs are the most valuable type of loyalty programs
• 9% (compared to 10% in 2023) of Canadians say none of these are valuable to them
  

Ranked top three summary:

• 53% (compared to 52% in 2023) of Canadians say restaurant loyalty programs are the amongst the top 3 most valuable type of loyalty programs
• 65% (compared to 63% in 2023) of Canadians say retail store loyalty programs are the amongst the top 3 most valuable type of loyalty programs
• 37% (compared to 40% in 2023) of Canadians say travel loyalty programs (eg. airlines, rental cars, etc) are the amongst the top 3 most valuable type of loyalty programs
• 31% (compared to 32% in 2023) of Canadians say hotel/accommodation loyalty programs are the amongst the top 3 most valuable type of loyalty programs
• 85% (compared to 82% in 2023) of Canadians say grocery loyalty programs are the amongst the top 3 most valuable type of loyalty programs
• 9% (compared to 10% in 2023) of Canadians say none of these are valuable to them
  

6A. How many different loyalty programs are you a member of? (new question)

• 5% (compared to 8% in 2023) of Canadians are not a member of any loyalty programs
• 8% (compared to 11% in 2023) of Canadians are a member of one loyalty program
• 58% (compared to 57% in 2023) of Canadians are a member of 2-4 loyalty programs
• 24% (compared to 20% in 2023) of Canadians are a member of 5-9 loyalty programs 
• 5% (compared to 4% in 2023) of Canadians are a member of 10 or more loyalty programs 

B. About how often do you use rewards/points from a loyalty program
when making a purchase?

• 12% (same as 2023) of Canadians say they use rewards/points from a loyalty program when making a purchase 5 times per month or more 
• 14% (same as 2023) of Canadians say they use rewards/points from a loyalty program when making a purchase 2-4 times a month
• 18% (compared to 20% in 2023) of Canadians say they use rewards/points from a loyalty program when making a purchase about once a month
• 29% (compared to 28% in 2023) of Canadians say they use rewards/points from a loyalty program when making a purchase once every few months
• 24% (compared to 22% in 2023) of Canadians say they use rewards/points from a loyalty program when making a purchase once or twice a year
• 3% (compared to 2% in 2023) of Canadians say they never use rewards/points from a loyalty program when making a purchase 
• 44% (compared to 47 in 2023%) of Canadians say they use rewards/points from a loyalty program when making a purchase at least once a month
• 97% (compared to 98% in 2023) of Canadians say they use rewards/points from a loyalty program when making a purchase 
• About Givex 
• The world is changing. Givex is ready. Since 1999, Givex has provided technology solutions that unleash the full potential of engagement, creating and cultivating powerful connections that unite brands and customers. With a global footprint of 132,000+ active locations across more than 100 countries, Givex unleashes strategic insights, empowering brands through reliable technology and exceptional support. Givex’s integrated end-to-end management solution provides Gift Cards, GivexPOS, Loyalty Programs and more, creating growth opportunities for businesses of all sizes and industries. Learn more about how to streamline workflows, tackle complex challenges and transform data into actionable insights at www.givex.com. 

The post Givex Annual Consumer Survey Results 2024: The Rising Cost of Food is Impacting People of all Ages and Incomes appeared first on Givex.