The economic uncertainty that has caused prices on just about everything to rise has stubbornly and exhaustingly taunted consumers across the U.S. for too long, making more and more consumers stop and decide whether to eat at home or go out. Finding the right restaurant deals and offers can sometimes be challenging when determining what will work best for your business. It doesn’t take a mind reader to glean what is widely known: consumers prefer a coupon. The key is finding the balance between giving customers a sense of urgency to use the coupon (via expiration date) and not restricting them to the point of being a deterrent. The most sought-after deal is the BOGO, but as popular as it may be, make sure it makes sense for your store because free is not always the best-case scenario for every business type.
Include popular menu items
People want the goods. So, when it comes to creating a tantalizing offer for an item on your menu, think about easing up on those popular / mainstream choices. Put yourself in the customer’s shoes—if you were to go out, make that trip to the local eatery, and open your wallet, are you going to do it for something that nobody ever orders, for that matter, even know about? However, if the deal / money-saving offer includes a menu item that you would pedal a bike through the snow to get a bite of at that price, odds are your consumers will, too.
You know what they say about those who assume. Thus, don’t make your offer out of the lower-priced items on your menu—you don’t want that kind of transparency. Instead, maybe put that lower-priced item as an add-on if a customer spends a certain amount of money. For example, suppose a customer has to spend $25+ to get those yummy hot garlic and butter breadsticks with their pizza, and they have already planned on spending just south of that. In that case, there is very little doubt they will choose not to jump at the chance to add something else that lifts their purchase, guaranteeing them that undeniably good item.
Choose coupon wording carefully
Almost everybody likes to see the word “free” when shopping around for deals. However, many consumers are wary and feel that not all that glitters is gold. The fine print makes many people weary because it may cryptically outline restrictions that will cost the patron more of that hard-earned cash to get that “free” item. More than ever, it is vital to be transparent by making your offers easily understood without any unhappy surprises. Hence, customers know what exactly they will receive without question.
Educating all employees on your chosen offers and wording is critical, so they do not misinform customers or incorrectly answer questions.
Get social
If your restaurant maintains a strong social presence, encourage your existing and potential customers to follow. Why? Because some offers are only advertised / can be found on your Instagram, Meta, X, etc. Here is a fun one: If a customer comes in on a specified day and tells their server the secret phrase or password, they get a free appetizer or $15 off their check! These offers encourage customers to engage more with you online and share posts while giving them a clear call to action. Suppose they want to receive the discount after seeing the advertised offer on social media. In that case, they must go to your restaurant within the specified time frame to redeem it, where they will surely buy more, upping the deal’s total value.
Why It Matters? Larger offer values create a more substantial perceived deal, motivating consumers to buy more. This makes high-value offers an investment in revenue, not just a marketing cost. Offers like $20 for $40 have strong redemptions and quick conversions. People are looking to discover and support great local businesses, and they’re still hungry for value, so utilizing a service like Clipp.com’s Community Co-Op (CCO) dining deals, where consumers buy certificates to get more for less, is the perfect match for both consumers and the small businesses they want to support.
Don’t make customers do the math
When customers are looking to make a decision about using a coupon or taking advantage of an offer, they want it to be easy. Outline what the customer will receive by including the monetary values, such as “Save $15 on Dinner if you spend $50” or “Normally $9.99 Lunch Entrée, Now $7.99.” Below are a variety of restaurant types and offers that commonly perform very well:
- $20 for $40 deal offers regularly outperform with substantial redemptions and quick conversions across categories
- Asian Restaurants: Free item – Buy one, get one free (BOGO)
- Bakeries, Doughnuts, Bagels & Coffee Shops: Free pastry with any drink purchase
- Ice Cream, Yogurt, Smoothie & Juice Bars: $2 off any “item” purchase
- Pizza Restaurants: ½ price pizza – buy 1 pizza, get 1 pizza ½ price
- Sub Shops & Delis: Free sub or sandwich – buy 1, get one free (BOGO)
- Quick Serve: 20% off entire check
- Specialty Food Stores: $10 off any purchase of $50 or more
- Sit Down Restaurants: $20 off dinner for 2
This list is not exhaustive but is meant to get you thinking. By working with a media partner like Valpak Clipp, you can develop the best offer for that medium and that audience.
4 steps to attract hungry customers
1. What already works
The first step in determining how to move forward is to look at your existing offers and how they have performed in the past. What worked, what did not? Were there specific types of offers that produced better results than others? These are the types of questions to be asking when choosing the right offer for your business.
2. Ask your customers
Offer an incentive to your customers by asking them for feedback about the offers they enjoyed most. Ask them to fill out a short survey and give them something in return, whether that is a coupon or entering them in a drawing for a free meal or gift card. Your customers know what is most appealing, so consider them an excellent resource for promoting your business.
3. Create a Plan
Once you have gathered this information, begin making a list of the offers that you think would work for your business. Weigh your ability to fulfill these offers. Make sure it won’t hurt your business if everyone acts on them, and have resources and staff available if the offer becomes very popular. Determine what makes the most sense for your unique needs and customer base.
4. Don’t be afraid to test
It might even be wise to try out two similar yet different offers to A/B test which gets your business the most response. Promote them in the same place, to the same audience, and see what kind of return you get. This can help you uncover what offer resonates most with your customers and help you move forward and attract new business.
The time is now
It’s essential to keep the noise up and stay top of mind no matter the season, which means targeting the right audience with the right offers year-round. Connect with your media partner and harness their expertise to get the most out of your marketing. Valpak Clipp has marketing specialists who can help you create and implement a strategy based on best practices and what offers have been known to work for the restaurant industry.