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Restaurant Marketing: 3 D’s for an Effective Coupon Strategy

By Courtney de Wolde

Have you ever tried a new restaurant because you had a coupon?

Everyone likes to save money—and 92% of consumers use coupons, creating $8 billion in revenue in the United States alone. Some restaurant operators shun them entirely, worried they may cheapen their brand and attract bargain-oriented customers. And some use them unwisely—giving away too much profit.

But employed strategically, coupons may be one way to create awareness and drive sales for your restaurant.

Consider these three steps to an effective coupon strategy:

Develop – Create an appealing offer. This could be a discount, a package deal, or free information. Words such as “free” or “save” are compelling—and can open a window for upselling.  A coupon that not only offers a special deal for an item, but also suggests a complimentary item, will increase sales by bumping up ticket size with items such as wings or beverages.

Design - Use bold, commanding, and specific headlines to grab people’s attention. Make sure to use the space effectively to include an appealing design with photos and illustrations, and create brand awareness by incorporating your logo. Many restaurants offer package deals at essentially regular price—but increase sales of those items by packaging them into coupon form on the menu.

Deliver – Give the customer the quality they would expect if they paid regular price. Exceptional products and customer service have the potential to win over new customers and translate into future orders and customer loyalty, while substituting sub-standard products can have the opposite effect.

Now that you’ve designed a coupon offer, generate some sales. Try attaching a coupon to a delivery box, or save some trees and deliver by email. More people today turn to the internet or their mobile phones to look for deals—and mobile coupons are redeemed 10 times more often than traditional ones. Try posting coupons exclusive to your restaurant’s followers on specific social media channels too. This can not only boost sales, but also increases customer engagement and gives them a reason to check back.

 


Posted by Courtney de Wolde

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Tags: coupon, Restaurant Marketing

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There’s a reason pizza and delivery chains are driving the biggest changes in restaurant technology. Pizza and delivery concept restaurants are different from other restaurants, and they have complex needs at the point of sale. In this guide, gain the knowledge you need to choose the right technology fit for your restaurant.


 

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