If you have a loyal base of customers, they are likely expecting you to have a digital rewards program that makes their patronage all the more worthwhile. But as these programs have become so widespread, it’s also become more difficult for operators to make them stand out. Research from Pymnts.com predicts that this year, restaurant brands will find more sophisticated methods of driving personalized messages and offers to guests in ways that don’t sacrifice profitability. That could mean offering menu items that are exclusive to loyalty program members, or simply gamifying your program with contests and virtual rewards. Late last year, Chipotle, for one, started offering achievement badges in its rewards program. They have no monetary value but have still resulted in a spike to loyalty program membership, according to a company spokesperson.