Repeat purchases are replacing download volume and new registrations as the main indicator of success for digital operations in the food service industry; this trend reflects a shift in how restaurants measure profitability.
With rising customer acquisition costs, increased competition in marketplaces, and the need to preserve margins, food service chains are directing investments towards retention, loyalty, and increasing purchase frequency. This topic is gaining relevance in a sector that is projected to grow by an average of 7% per year until 2028, according to a forecast released by the National Restaurant Association (ANR).
Rafael Franco, CEO of Alphacode, a company specializing in developing applications for large food service, healthcare, and fintech chains, states that the transformation represents a structural change in how the food service industry evaluates its digital operations. With projects for brands such as Madero, Domino's Pizza, and China In Box, the company participates in ecosystems that total more than 20 million users per month.
According to the executive, a large part of the market still tracks metrics that have lost economic relevance. “For many years, restaurants celebrated downloads, installations, and new registrations. The problem is that none of these metrics guarantee profit. The indicator that truly shows the health of the digital operation is repeat purchases. It's what determines retention, revenue predictability, and profitability,” he states.
This shift comes at a time when delivery and digital channels are playing an increasingly strategic role in the revenue of food service companies. While competition grows, so does the cost of attracting consumers through paid media and marketplaces, making repeat business a decisive factor for the financial sustainability of operations.
“Restaurants are realizing that winning a customer is just the beginning. The financial results appear when that customer places a second, third, and fourth order. The real competition is no longer about the first sale,” says the CEO of Alphacode.
How technology is transforming customer loyalty
In this context, proprietary apps are taking on a new role within food service networks. Beyond centralizing orders, they have begun to act as platforms for relationship building, retention, and monetization. Loyalty programs, cashback, personalized coupons, automated campaigns, and benefits clubs help increase purchase frequency and reduce dependence on third-party channels.
The integration between delivery apps, Pix (Brazil's instant payment system), digital credit, fintechs, payment methods, and financial solutions connected to the Central Bank also expands the possibilities for generating revenue and building relationships with consumers.
“The app has ceased to be just a sales channel. It has become a strategic asset of the operation. Today it is possible to integrate loyalty programs, digital wallets, credit and financial services within the same consumer journey,” explains Franco.
Evolution also involves the use of artificial intelligence, automation, and data analysis. These systems can identify behavioral patterns, predict churn risks, and activate personalized campaigns to encourage repeat purchases before the customer stops buying.
According to the food service technology expert, this ability to anticipate trends is likely to become one of the sector's main competitive advantages.
"Those who can predict behavior can sell more while spending less. Data allows for personalized offers, improved experience, and increased repeat business. That's exactly what differentiates a profitable digital operation from one that only moves volume," he says.
For Rafael, the transformation goes beyond technology and represents a change in how the sector evaluates performance. According to him, metrics such as downloads, registrations, and gross order volume remain relevant, but are no longer sufficient to measure the efficiency of a digital operation.
“What really matters today is the ability to make the customer come back. Repeat purchases, loyalty, and frequency of consumption are indicators much closer to profitability than simply growing the user base. The most efficient restaurants are those that manage to build long-term relationships with their consumers,” he says.
According to the executive, the combination of data, artificial intelligence, personalized offers, loyalty programs, and integration with payment methods is redefining the digital strategy of food service chains.
"The food service industry is moving away from simply measuring how many people arrive and towards understanding how many stay. Repeat purchases, customer loyalty, and personalization have become the indicators that show whether a digital operation is truly healthy, sustainable, and prepared for growth," he concludes.
