Toast Loyalty Program: Full Review (2026)
Toast Loyalty is a quote-based Toast POS add-on, sold in a marketing bundle estimated at about $185/mo. How it works, plus non-Toast alternatives.
Key Takeaway:
Toast Loyalty is a capable points-based programme that integrates directly with Toast POS. The catch: the bundle it comes in is estimated at about $185/mo, it only works with Toast hardware, and Toast is built for restaurants and food and beverage retail. If you want a loyalty programme that works with any POS and any business type, and sits on your customers' phones, there are better options.
Toast Loyalty is a points-based rewards programme built into the Toast POS system for restaurants. It lets customers earn points per visit or per dollar spent, then redeem them for discounts or free items.
Quick verdict: If you already use Toast POS and want loyalty built into your existing system, it works. But at an estimated $185/mo (bundled with gift cards and email marketing), it’s one of the pricier options, and it only works if your entire operation runs on Toast.
Last updated: October 2026
How Toast Loyalty Works
Toast Loyalty runs through your Toast POS terminals. Here is the basic flow:
- Customer enrols at checkout: they enter a phone number or email on the Toast terminal or a Toast Go handheld
- Points accumulate automatically: you choose between spend-based (e.g. 10 points per $1) or visit-based (e.g. 1 point per visit)
- Customer redeems rewards: when they hit the threshold you set, they can apply a discount or claim a free item
You manage everything from the Toast dashboard under Marketing → Loyalty → Settings. The programme supports welcome bonuses for new sign-ups, birthday rewards, and custom redemption rules.
What You Can Customise
- Earning structure: Points per dollar spent or points per visit
- Reward thresholds: Set how many points equal a reward
- Bonus points: Welcome bonuses, birthday rewards, double-point days
- Communication: Automated emails and SMS through Toast’s Marketing Suite
Toast Loyalty Pricing
Toast does not sell loyalty as a standalone product. It is part of the Marketing Essentials bundle:
| What’s included | Monthly cost |
|---|---|
| Loyalty programme | Bundled |
| Gift cards | Bundled |
| Email marketing | Bundled |
| SMS integration | Bundled |
| Total | about $185/mo (third-party estimate) |
Toast does not publish a standalone price for Loyalty; the $185/mo figure is a widely cited estimate for its marketing bundle (loyalty plus gift cards and email/SMS). It sits on top of your base Toast POS subscription, which starts at $0/mo for the Starter plan but typically runs $69-$165/mo for most restaurants once you add online ordering, kitchen display screens, and payment processing fees.
Total realistic cost with loyalty: $250-$350/mo or more, depending on your setup.
The question is whether the extra visits from your regulars justify about $185/mo for your restaurant.
What Toast Loyalty Does Well
Credit where it is due: Toast Loyalty has genuine strengths:
Seamless POS integration. Because loyalty is built into the same system you use for orders and payments, there is no switching between apps. Points are tracked automatically with every transaction.
Flexible earning structures. Letting restaurants choose between spend-based and visit-based points is smart. A fine-dining restaurant benefits from spend-based rewards, while a quick-service cafe benefits from visit-based.
Automated marketing. The integration with Toast’s email and SMS tools means you can send targeted offers to loyalty members without a separate platform.
Receipt reminders. Points balances print automatically on receipts, which keeps the programme visible to customers.
Where Toast Loyalty Falls Short
No programme is perfect. Here is where Toast Loyalty creates friction:
1. POS Lock-In
Toast Loyalty only works with Toast POS. If you switch to a different point-of-sale system, or if you run a business that does not use Toast, your loyalty data does not come with you.
This matters more than most restaurant owners realise. According to Bond Brand Loyalty research, 85% of consumers say loyalty programmes make them more likely to keep buying from a brand. Losing that programme history when you change systems means losing the habit you built.
2. No Advertised Wallet Card
Toast does not advertise an Apple Wallet or Google Wallet card for its loyalty programme. Customers are looked up by phone number or email, so nothing obvious sits on their phone between visits.
Compare this to digital loyalty cards that live in the wallet app your customers already use. A card in Apple Wallet is visible every time someone opens their phone. A phone number in Toast’s database is not.
3. Built for Restaurants and Food Retail
Toast POS is built for restaurants, and since Toast’s January 2025 announcement it also sells Toast Retail to convenience stores, bottle shops and grocery stores. If you run a hair salon, barbershop, nail studio or another service business, Toast is not an option.
This is fine if you are a restaurant. But if you are a cafe that also sells retail products, or a food truck considering a brick-and-mortar location with a different POS, you need something more flexible.
4. Cost Adds Up
At an estimated $185/mo for the Marketing Essentials bundle, Toast Loyalty is one of the most expensive options for independent restaurants. For context:
| Platform | Monthly loyalty cost | POS required? |
|---|---|---|
| Toast Loyalty | about $185/mo (bundled, estimate) | Toast only |
| Square Loyalty | $49/mo per location | Square only |
| FaveCard | Free to start | Any POS |
| Loopy Loyalty | From $25/mo | Any POS |
A small cafe doing $15,000/mo in revenue is spending over 1% of gross revenue just on the loyalty add-on. That is before the base POS costs.
Best Alternatives to Toast Loyalty
If you want a loyalty programme without the Toast lock-in or a bundle estimated at $185/mo, here are three solid options. We compared nine apps with verified pricing in our guide to the best free digital loyalty card apps; these are the highlights:
FaveCard
Works with any POS system. Customers scan a QR code and the digital stamp card opens right in their phone browser, with no app download needed. A paid plan adds Apple and Google Wallet passes so the same card installs into the native wallet too. You set the reward (e.g. buy 8 coffees, get 1 free), and stamps are tracked automatically. Try it free to see if it fits your business.
Best for: Any local business (cafes, restaurants, salons, barbers) that wants a simple phone-based loyalty card without POS lock-in.
Square Loyalty
If you already use Square POS, Square Loyalty (included in Square Plus at $49/mo per location) integrates the same way Toast does, directly into the payment flow. Points-based, with customer enrolment at checkout.
Best for: Square POS users who want integrated loyalty at a lower price point than Toast.
Loopy Loyalty
A standalone digital stamp card platform starting at $25/mo. Creates Apple and Google Wallet passes. Works independently of any POS system.
Best for: Businesses that want wallet-based loyalty and do not mind a separate system from their POS.
Toast Loyalty vs FaveCard: Quick Comparison
| Feature | Toast Loyalty | FaveCard |
|---|---|---|
| Monthly cost | about $185/mo (bundled, estimate) | Free to start |
| Works with any POS | No (Toast only) | Yes |
| Apple/Google Wallet card | Not advertised | Yes (paid plans) |
| Customer app download | No | No |
| Points system | Points per spend or visit | Stamps (buy X, get Y free) |
| Industries supported | Restaurants and food & beverage retail | Any local business |
| Customer enrolment | Phone/email at terminal | QR code scan |
| Messages to customers | Email/SMS (bundled) | Through wallet card (on the Business plan) |
The right choice depends on your situation. If your restaurant already runs on Toast and you want everything in one system, Toast Loyalty is convenient. If you want something that works regardless of your POS, costs less, and puts a card directly on your customers’ phones, a POS-agnostic loyalty programme is the better path.
Is Toast Loyalty Worth It?
For a restaurant already committed to the Toast ecosystem, the loyalty programme is a natural add-on. The POS integration is genuinely seamless, and having loyalty, gift cards, and email marketing in one bundle simplifies operations.
But about $185/mo is a significant commitment for a small restaurant. Accenture research (2016) found that members of retailers’ loyalty programmes generate 12% to 18% more revenue than non-members. Run the numbers for your specific business. If 12-18% more revenue from your regulars exceeds $185/mo, it pays for itself. If not, a simpler and cheaper alternative might deliver the same result.
The bigger question is lock-in. A loyalty programme is a long-term commitment to your customers. Tying it to a single POS vendor means if you ever switch systems, you lose that relationship data. A POS-agnostic loyalty card travels with your business regardless of what happens with your point-of-sale.
Ready to try a loyalty programme that works with any POS? Create a free card with FaveCard: set up in 5 minutes, no commitment needed.
Frequently Asked Questions
How much does Toast Loyalty cost?
Toast does not publish a standalone price. Loyalty comes in the Marketing Essentials bundle, which is widely reported at about $185 per month, and you cannot buy the loyalty feature separately: the bundle also includes gift cards, email marketing, and SMS. This is on top of your Toast POS subscription.
Can I use Toast Loyalty without Toast POS?
No. Toast Loyalty only works with the Toast POS system. If you use Square, Clover, a generic till, or no POS at all, Toast Loyalty is not an option.
How do customers sign up for Toast Loyalty?
Customers enrol by entering their phone number or email at checkout, either on a Toast terminal or Toast Go handheld device. They receive a digital account; Toast does not advertise an Apple or Google Wallet card for its loyalty programme.
Is Toast Loyalty good for small restaurants?
It depends on your budget. If you already pay for Toast POS and want everything in one system, it works well. But a bundle estimated at about $185/mo is steep for a small cafe or food truck. POS-agnostic alternatives start free.
What are the best alternatives to Toast Loyalty?
FaveCard, Loopy Loyalty, and Square Loyalty are popular alternatives. FaveCard works with any POS and gives every customer a digital card that opens in the phone browser (no app download); a paid plan adds Apple and Google Wallet passes. You can try it free with no commitment. Square Loyalty works if you use Square POS.
