--- title: "Drops become restaurant chains' new loyalty program incentive" url: https://burnaze.com/article/66bdea9e-de47-4a9f-8b30-03e28b36db14 source: "Restaurant Business" original_url: https://restaurantbusinessonline.com/marketing/drops-become-restaurant-chains-new-loyalty-program-incentive category: "Restaurants" industry: "Restaurants" topics: ["Technology","Marketing"] published: 2026-05-14T17:30:11.000Z modified: 2026-10-31T14:58:08.551Z image: https://cdn.informaconnect.com/platform/files/public/2026-05/background/wendys%20rewards%20drop%20.jpg?VersionId=ccmWcpMbrmsXe03tRyXI06z21gApiww8 --- # Drops become restaurant chains' new loyalty program incentive **TL;DR:** Restaurant chains like Taco Bell, Wendy's, Pizza Hut, Chipotle, and El Pollo Loco are incorporating 'drops' into their loyalty programs, offering exclusive products or access to limited-edition items. This trend is inspired by sneaker culture and aims to drive frequency and loyalty among customers. *originally published in Restaurant Business on 2026-05-14. [Read the original](https://restaurantbusinessonline.com/marketing/drops-become-restaurant-chains-new-loyalty-program-incentive).* ## Key facts - Wendy's added merch drops to its loyalty program - Taco Bell's Taco Tuesday Drops offer exclusive offers - 45% of consumers are drawn to drops due to exclusivity ## Story Some trends are easier to derive in this industry than others. We clearly know, for instance, that many (most) chains are diversifying their beverage lineups to include things like Refreshers and Dirty Sodas. We know protein is a big deal. And we know that loyalty programs are now table stakes. None of these are big surprises. Younger consumers in particular want more beverage treats. More consumers are mindful of their health and wellness or are on weight loss journeys. As for loyalty, traffic remains soft and so brands need to angle for a frequency play. We not only know that loyalty members visit more often, but they also spend more when they do. ## Loyalty program evolution But what happens when seemingly every brand adds or evolves their program? Consumers only have so much space on their phones to commit to restaurant apps, after all. To differentiate, more restaurant brands are pulling a page from sneaker culture by adding drops. Loyalty program drops are exclusive product releases or special access opportunities offered to members and typically before the general public. They were popularized by sneaker companies through programs like Nike SNKRS, Adidas Confirmed and Foot Locker FLX to build hype for such limited-edition exclusivity. Perhaps it’s no surprise that Taco Bell translated this feature successfully into QSR with its Taco Tuesday Drops, in which Rewards members can redeem exclusive offers every Tuesday. In an interview in early 2025, Chief Digital and Technology Officer Dane Mathews confirmed the idea came from sneaker culture and now is a good time to note that Taco Bell CEO Sean Tresvant spent 15 years at Nike before joining the fast-food chain, including as chief marketing officer of the Jordan Brand. Given Taco Bell’s outperformance of late, it makes plenty of sense that several other chains have integrated drops into their loyalty perks. Just this week, Wendy’s added Rewards Drops for its loyalty members, providing them the chance to claim limited-edition swag every Wednesday through June 3. This is the first time the brand has offered exclusive access to members. The company said the new feature is in response to consumer demand, including “more than just traditional rewards points and discounts.” ## Restaurant chain adoption Pizza Hut also just added merchandise drops to its revamped Hut Rewards program, including in-app limited-edition Space Jam x Pizza Hut merchandise drops, which the company said “sold out completely.” The updated program, the company added, provides “ongoing access to cultural experiences and exclusive perks that extend beyond the transaction.” In April, Chipotle updated its rewards program to include a more gamified experience aimed at driving more frequency among younger consumers. It includes the reintroduction of “Freepotle,” the brand’s recurring free food promotion, as well as monthly free bonus reward drops as part of its Rewards on Repeat feature. In a statement, President and Chief Strategy and Technology Officer Curt Garner said Rewards on Repeat allows Chipotle to “deliver more rewards more often and enhance existing benefits. This relaunch reflects what our guests want most.” El Pollo Loco’s newly upgraded Loco Rewards program, introduced in March, features Loco Friday Drops, which include everything from discounted menu items to free add-ons and bonus points. CEO Liz Williams recently told analysts that the Loco Friday Drops were introduced in 2025 as a tribute to the brand’s 50th anniversary and, given the feature's strong performance, have since been extended for the remainder of this year. “Our approach to loyalty has returned healthy increases in member frequency, up 13% for the trailing 12-period and member spend is up over 17% year-over-year," she said. According to global commerce management platform EQL, limited-edition drops can serve as catalysts for building long-term loyalty because they create excitement, exclusivity and cultural relevancy. Each drop, the company said, provides a reason for fans to connect with the brand and amplify their experience on social media/word of mouth. Further, according to data from Queue-it, 45% of consumers say they’re drawn to drops because the items are hard to obtain, while 48% say they want access exclusive products. As more restaurant brands give consumers what they want, they’re yielding increased app engagement and visit frequency in the process. In other words, we can likely expect more loyalty programs to include such drops. After all, FOMO can be a powerful conversion tool. ## Entities - QSR (sector) - Taco Bell (company) - Wendy's (company) - Restaurant Business (publication) - Pizza Hut (company) - Chipotle (company) - qsr (topic) - El Pollo Loco (company) - loyalty programs (topic) - Nike (company) - restaurant chains (topic) - Liz Williams (person) --- Originally reported by Restaurant Business (https://restaurantbusinessonline.com/marketing/drops-become-restaurant-chains-new-loyalty-program-incentive). Summarized by Burnaze (https://burnaze.com/article/66bdea9e-de47-4a9f-8b30-03e28b36db14).