The 2026 LoyauT rankings provide intriguing insights into the changing landscape of loyalty programs in Canada, particularly in the restaurant industry. This annual study, conducted by adviso in collaboration with Ad Hoc Research, is based on feedback from 15,000 Canadians and an analysis of 83 loyalty programs.
Rising Popularity of Restaurant Loyalty Programs
This year's findings showcase a significant change: eight out of the top ten loyalty programs in Canada are related to fast-food and coffee establishments. This contrasts sharply with previous years, where fewer hospitality brands appeared in the top ranks.
In particular, the emergence of Chipotle Rewards is noteworthy. The program, previously absent from the ranks, has launched to the top, taking over from Burger King, which was at the forefront last year. Additionally, Tim Hortons has made a remarkable improvement, climbing from 14th place in 2025 to 9th this year.
Top Loyalty Programs in Canada
- 1. Chipotle Rewards (New)
- 2. Burger King (-1)
- 3. Papa Johns (+2)
- 4. adidas
- 5. Panera Bread (-3)
- 6. Salvatoré
- 7. PC Optimum (=)
- 8. Domino's
- 9. Tims Rewards – Tim Hortons (+5)
- 10. Second Cup
The ascent of restaurant programs reflects a broader consumer trend prioritizing dining experiences. In Quebec specifically, Salvatoré has burst onto the scene, placing ahead of established names like Domino's and McDonald's.
Financial Incentives Drive Loyalty
As the cost of living rises, many Canadians are increasingly seeing loyalty programs as a way to save money. A survey revealed that 69% of participants believe these programs help them save, with 67% using them to accrue rewards and discounts.
This sentiment influences purchasing decisions, with 37% of Canadians admitting they change their product choices to earn more loyalty points. Interestingly, this figure has stabilized, suggesting that while interest in loyalty programs remains high, actual engagement levels may be plateauing.
Engagement Trends Among Consumers
On average, Canadians hold memberships with 22 loyalty programs, though only 9 are actively used. This reflects a shift in consumer behavior; while there are numerous programs available, the commitment to regularly utilize them appears unchanged from prior years.
Brands face a dual challenge: not only must they attract new members, but they also need to ensure their programs become a preferred choice among consumers.
Trust Issues: Fraud and Engagement
Trust remains a significant concern, as reports indicate that 42% of Canadians have experienced some form of fraud linked to loyalty schemes or credit cards. Specifically, 18% have faced fraud within loyalty programs themselves, highlighting the need for brands to strengthen security and transparency.
Younger Generations and Loyalty Programs
The study found younger consumers, particularly those aged 18 to 34, are more engaged with loyalty programs. These individuals average 24 program memberships, utilizing 10 of them, and are more likely to invest in premium programs compared to older demographics.
This age group also demonstrates a keen willingness to invest in value-added experiences, indicating that brands must evolve to meet the changing expectations of a younger audience who prioritize customer experience and meaningful engagement.
As stated by Simon Éthier, consultant at adviso, “Loyalty programs are maturing. They are no longer just about rewards; it’s about creating a distinctive and engaging experience that resonates with consumers.”
With a Quebec-based initiative taking the lead, the rankings reflect evolving consumer preferences; programs must now offer more than just incentives—they need to build an engaging loyalty journey that aligns with their brand identity.
Conclusion
As we move forward, the restaurant industry's influential role in loyalty programs emphasizes the need for brands to adapt and innovate in their approach. Understanding consumer behavior and expectations will be key to maintaining relevance in this competitive landscape.
Tag: Loyalty Programs