For Restaurant Food, Have Deal Will Travel

Nevin Barich

LOS ANGELES , April 17, 2018 (Off The Menu) – I never met a special restaurant food offer I didn’t like. Whether it’s two Whopper sandwiches for $6 at Burger King, 2-for-1 night at Sizzler, or a free medium drink with purchase of an Epic Burrito at Del Taco, if a restaurant offers me a chance to get more for less—even if it’s a place I’ve never been to before—save me a seat because I’ll be there.

According to a new report from Valassis Research entitled “Tempting the Dynamic Restaurant Customer,” I’m not the only one who feels this way.

According to the report, 30% of consumers are switching their fast food and casual dining choices due to savings, with 25% doing so for fast, casual and pizza places. About 10% say they switch based on the lowest prices.

Additionally, 34% of consumers are influenced to visit a restaurant if they receive an offer on their smartphone/mobile device when near that location, with this percentage rising among parents (57%) and millennials (54%).

“When it comes to restaurants, consumers often revisit their tried-and-true spots, but our research also finds that these individuals can be readily persuaded to visit new locations through relevant and timely offers,” said Curtis Tingle, chief marketing officer for Valassis. “Restaurants can leverage flash sales, quick-turn digital media and location-based promotions to engage and activate these audiences. Consumers are increasingly dynamic, and understanding which tactics activate specific audiences helps marketers develop more personalized offers, resulting in a greater return on ad spend.”

Additional takeaways from the study include:

Fifty percent of consumers prefer to dine at local restaurants versus national chains, with this number rising among parents to 59%.

For repeat restaurant visits, value/dollar menus and everyday low prices activate the most switchers (58%), with BOGO (buy one, get one) offers being almost equally influential (57%).

When spurring new restaurant visits, BOGO and new/limited time offers reign supreme (54% each).

Fifty-five percent of consumers prefer to receive these types of messages from direct mail sources and 25% favor TV.

Forty-three percent of all consumers utilize mail and TV sources to learn about new restaurants.

Fifty percent of millennials check the TV and 36% use mobile and online sources.

Nevin Barich is the Food and Beverage Analyst for Industry Intelligence, which can help YOU better address your own industry challenges. We invite you to come take a look at our service. Call us today at 310-553-0008 and we’ll schedule you for a 15-minute demo.

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