Boomers want the most from their rewards experience in the way of pricing. They will choose one establishment over another based on who gives the largest discount, and prefer to use a traditional coupon. Gen Xers, on the other hand, view the reward in the VIP experience that they receive as a result of being a valued guest, which means that they prefer being part of a club membership or exclusive rewards program, as opposed to a traditional coupon or discount.
For Generation X, an invite-only event or exclusive email list promotion appeals more than any other discount, and they are more easily and effectively reached through email marketing than any other age group. Millennials are more demanding of their rewards than Gen Z, and want coupons to be smart phone enabled, app enhanced, and available to be transferred from menu item to menu item.
They also look for a constantly active coupon to redeem, and may feel slighted if a discount is not available. Gen Z, while appreciating digital coupons, would be willing to sacrifice a deal if the proceeds were applied to a social or environmental cause.