Loyalty metrics are hard to find in public forum. How many conference presentations have you attended that told the story of a program but stopped short of disclosing the performance numbers that you wanted to know? Too often, these experiences are like hearing a joke that leaves out the punchline or reading a novel that lacks a denouement. You get the idea.

For some reason, brands like to keep the numbers close to their vest. The kimono rarely opens. But public companies must report to regulatory authorities. The question is, do they report information relative to their customer marketing efforts, more specifically to their loyalty program performance?

If you are a regular reader of The Wise Marketer, you have seen many articles summarizing loyalty related highlights from earnings call transcripts. This week, our staff wanted to do a broader survey to learn what numbers were disclosed and to discern the different reporting approaches adopted by a range of brands.

We started looking into QSR brands reviewed publicly reported information from Domino’s, McDonald’s, and Starbucks. We wanted to see what numbers were disclosed and discovered that each company selected a distinct approach to what they disclose to the investor community.

We expanded our search a bit to take advantage of information made available by brands with dedicated customer loyalty initiatives. We discovered that each company selected a distinct approach to what they disclose to the investor community. We just scratched the surface in this review and promise to continue to unearth more metrics for you. For today, here’s a summary of what we found.

Domino’s

Domino’s Rewards latest available membership (FY 2024) reached 35.7M users, up by 2.5M YoY.

Domino’s discloses high level membership figures and digital sales penetration (often 80%+ of U.S. sales) but doesn’t share hard numbers like active loyalty member counts, loyalty-attributed sales or Member vs. non-member behavior deltas.

It seems that Domino’s treats loyalty as infrastructure and just one of several levers driving comp sales. For QSR’s that consider themselves digitally native operators, they see loyalty as table stakes rather than a standalone asset that needs separate economic justification. In other words, Domino’s management might be thinking “If digital is working, loyalty is working—no need to break it out.”

McDonald’s

McDonald’s reported in its Q3 2025 results call that systemwide sales to loyalty members across 60 loyalty markets were approximately $34 billion for the trailing twelve-month period and over $9 billion for the quarter. With Global Systemwide sales over $36 billion for the quarter, loyalty sales equate to 25% of total systemwide sales.

The most recent member figure (Q2 2025) is 185M 90-day active MyMcDonald’s Rewards members.

McDonald’s focuses on systemwide sales attributable to loyalty members, indicating a desire to position loyalty as a measurable growth engine. The approach is investor friendly as it proactively answers the question “Is loyalty moving real revenue at scale?” McDonald’s uses loyalty to reinforce the message that Loyalty is not a marketing program—it is a material contributor to systemwide sales.

Starbucks

In the Starbucks (SBUX) Q4 FY2025 earnings call, Chairman and CEO Brian Niccol stated “We saw the biggest gains in service time, connection, and care perceptions, demonstrating the power of Green Apron Service. Non-Starbucks Rewards customer transactions grew year-over-year for the second consecutive quarter across all dayparts, validating our approach to marketing.

Cathy Smith, EVP and CFO commented “Our 90-day active Starbucks Rewards member base grew 1% both quarter over quarter and year-over-year to 34.2 million members. This was led by higher re-engagement and fueled by customers returning for their seasonal favorites and new offerings as part of our fall launch.”

Starbucks has chosen to treat “90-day active members” as the only meaningful KPI, avoiding directing attention to the level of dormant accounts which could dilute investor perception about the program. Starbucks is tying loyalty value to behavior, not database size, a wise strategy to communicate to the investor community. That said, it is emphasizing the importance of customer experience as a driver of sales performance.

Hilton

President & Chief Executive Officer Christopher J. Nassetta stated in the Hilton Q3 2025 earnings call “we’re approaching against a target a multiyear target of 75% Honors occupancy, we’re approaching 70% at a faster rate than we thought. We’re growing the program 15% to 20% a year. Active members are increasing or crazy healthy, people are really engaged with the program.”

Kroger

The Kroger Co. (KR) Q3 2025 earnings call transcript included this statement “By integrating our customer data and loyalty insights with third-party platforms, we can bring more targeted and innovative media campaigns to reach new customer segments and create additional monetization opportunities. Our media business had a strong quarter with double-digit growth and continues to be a meaningful contributor to profitability.”

Marriott

The Q3 2025 Marriott earnings call transcript shared that Marriott Bonvoy membership grew to nearly 260 million members, up 18% year-over-year, highlighting the program’s strength and value.

Walmart

In the Q3 FY26 report, management cited “increased Walmart+ membership income” as a driver of higher gross margin in Q3, alongside mix and other factors.

Wendy’s

2025 investor call referenced 45M rewards members enrolled, no indicators of activity levels or contributions to sales.