Why we’re bullish after the ICR Conference

We had the pleasure of attending the ICR Conference in Orlando and came away feeling incredibly bullish on a few key themes. We’re excited to share our key takeaways below. What was very clear is that brands are making continued investments in 2025 to drive increased loyalty, retention, and payments cost savings as macroeconomic challenges continue to linger.

Focus on Frequency

Increasing customer visits is a primary focus for brands & franchisees, who are significantly worried about inflationary pressures. Brands are currently challenged to reach more customers in innovative ways and with diverse payment options. Consumers continue to demand value and focus on price, which is why brands are aiming to create a stronger connection with their customers.

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To increase customer visits, brands are looking to the next phases of their rewards programs and in addition to mobile ordering options, which have been shown to increase frequency by 5% among existing customers. A brand’s most loyal members typically drive ~70-80% of sales, so a key goal for brands is to encourage customers to join the rewards program as early as possible to keep them coming back. 

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Data is having its Day

Brands have been seeing an influx data as their customers engage with them across channels, and many recognize how much of an asset this is. They are looking to better leverage their data to drive top line growth. nalyzing customer behavior and data is the key to targeted insights, which in turn allow everyone from finance to marketing to make more strategic decisions. Information such as why customers may not be visiting at certain times of the day can then become targeted offers to incentivize visits during those times.

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Honoring their Identity

Brands talked a lot about delivering value, priding themselves in finding ways to creatively deliver value to their customers in a way that feels authentic to their brand identity. Brands consider initiatives that retain what’s great about their concepts while taking steps to new technologies and efficiencies. Meeting customers how they shop informs digital transformation. While most brands have digital adoption between 5-15%, we saw that everyone is looking to exceed 20%. Brands are actively seeking ways to connect with guests more meaningfully and cater to their needs. The main sales drivers continue to be price and loyalty offerings, which are essential for attracting cost-conscious consumers.

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Fundamentals are still, well, fundamental

While growth initiatives are front and center, brands are also featuring plans to improve and standardize operations. Delivering value at the same price point while reducing costs is key to the success of large chains, as that revenue opens up investments. A unified, slick customer experience across locations and channels is top of mind for many brands.   

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There is a lot of excitement around the potential for restaurant growth in 2025 and beyond! These key takeaways give us a lot of conviction in our product and our strategic partners. Ansa’s stored value digital wallet platform can help brands drive positive loyalty outcomes, while meeting the customer where they are and what they expect out of forward looking brands.

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