I also kinda feel europeans would find reward programs stupid and call bullshit.
In the sense that someone would readily build a "no reward" chain and get adoption real quick.
I mean there IS reward programs somehow, but it's not like they give you 30% off sometimes like in the US. I always found them outrageous in a way when I was in the US.
* Singapore 3.4% (https://stripe.com/en-sg/pricing)
* US 2.9% (https://stripe.com/pricing)
* Poland 1.4% (https://stripe.com/en-pl/pricing)
(+ some fixed amount in every country)
In some cases it can be even more expensive (see Adyen pricing for Amex or Diners cards: https://www.adyen.com/pricing)
This is a large difference and partially explains why the loyalty programs in Europe are not that attractive