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National Restaurant Association - Drive business with 3 tips for perceived deals

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Drive business with 3 tips for perceived deals

Coupon use in restaurants has become a common practice. Coupons can help attract more customers and maximize your marketing efforts.

In the coupon-driven pizza industry, customers expect certain benefits, such as cash or gift rewards. Daily deals, a popular form of marketing, combine savings with frequent online marketing.

How do operators who aspire for quality product and excellent service come to terms with consumers conditioned to expect deals or coupon without paying menu prices?

“A coupon gets somebody into my store or back to my store,” says Junior Freitas, owner of Stuft Pizza in Santa Clara, Calif. “I try to educate my customers of the benefits of value over price.”

Here are three tactics to help maximize your couponing efforts:

  • Present specials in the way customers want to see them. For example, when April Murray, co-owner of Just Pizza in Gibbonsville, N.C., put a box or dashed line around featured menu items, demand for those items soared, and customers stopped asking for coupons. Steve Cocca, president of Cocca’s Pizza in Youngstown, Ohio, placed boxed specials, such as “family packs” on his menu. “People are more cautious about spending and go right to the coupons,” he said. “It does not need to be a big discount. They’re only saving 97 cents, but this works great for us.”
  • Offer combos or free items with perceived high value. For example, satisfy customer expectations for deals through websites, e-mail, social media and daily deals. Freitas sees results when he offers printable coupons on his website. His free cheesy bread offering with a large pizza purchase has a perceived value of $6.95, while the food cost is $1.10.
  • Combine savings with online marketing. Use coupon redemption as an opportunity to collect information about your customers. Some restaurateurs ask guests to join their mailing lists to receive additional dining incentives and personalized savings. Online marketing provides what consumers say they want most from restaurant promotions: personalized offers and savings.

By providing incentives and customized savings, restaurateurs can create more sales and get a larger return on investment while keeping customers coming back for more.

This content was provided by Scott Anthony, a member of the NRA’s Pizzeria Industry Council. The NRA’s Pizzeria Industry Council is the primary advocate for the pizzeria segment. The group brings together senior executives from pizza restaurants to discuss common concerns and advise the National Restaurant Association.

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