LIVONIA, Mich.--(BUSINESS WIRE)--A recent study by Valassis, a leader in intelligent media delivery, found that coupons and promotions are highly impactful in driving restaurant traffic and customer engagement.
According to the Valassis Coupon Intelligence Study, when choosing a restaurant, 32 percent are most motivated to select a location based on “price offers.” In addition, coupons and “value menus” have equal influence (29 percent each), reflecting the importance of tangible deals on driving dining out decisions. Also, 48 percent of employed survey respondents said they would visit a restaurant close to or on their way to work more often if they received coupons.
If restaurateurs and marketers aren’t tuned in to these types of insights, they are missing out on a sizable opportunity and may be underestimating the importance of engaging consumers with relevant messages.
“Consumers expect ready access to deals at home, work and on the go as they look for ways to save money and make dining out affordable,” said Curtis Tingle, chief marketing officer, Valassis. “The right deal, at the right time can activate a consumer who may not have been considering a restaurant otherwise, demonstrating the need to offer value at these influential moments along the path to purchase.”
The importance of understanding influences on consumer decisions when dining out will be addressed when Valassis hosts an Innovation Session at the Restaurant Leadership Conference April 9-12 in Scottsdale, Arizona. “Driving Traffic and Engagement to Win Share of Stomach” is the topic to be presented by panelists Mark Johnson, Valassis Vice President, Team Solutions – Restaurant; Jeff Bickle, ZipScene CEO; and Dana Baggett, Valassis Director of Client Marketing – Restaurant. The discussion will focus on utilizing the right combination of online and offline media vehicles and data to engage with consumers, drive traffic and win against competitors, ultimately delivering relevant messaging based on their preferences.
Additional key restaurant findings from the Valassis Coupon Intelligence Study include:
- 45 percent of dads surveyed said they are most motivated by coupons when selecting a restaurant;
- 42 percent of respondents search the internet/savings apps for restaurant coupons; and
- 15 percent of consumers said paper coupons received at home are the main influence for buying a menu item they normally wouldn’t, while 11 percent said mobile discounts received at the restaurant are the main influence on this decision.
A dashboard highlighting these key restaurant decision drivers can be found here.
For more insight into how businesses can reach consumers along their path to purchase – and specifically integrate online and offline data and tactics – click here to read about Valassis Apio™.
About the Study:
The Valassis Coupon Intelligence Study was fielded in the third quarter of 2016 in conjunction with a global, third-party market research firm with proficiency in internet surveys. The sample was derived from an online consumer opinion panel and all participants were at least 18 years of age and living in the contiguous United States. Consumers were emailed an invitation to participate in the survey and were given three days to complete it. The survey was closed once 1,000 completed responses had been reached. The responses were weighted by factors obtained from national census data to provide appropriate representations of demographic groups at summary levels.
Valassis is a leader in intelligent media delivery, providing over 58,000 clients with innovative media solutions to influence consumers wherever they plan, shop, buy and share. By integrating online and offline data combined with powerful insights, Valassis precisely targets its clients’ most valuable shoppers, offering unparalleled reach and scale. NCH Marketing Services, Inc. and Clipper Magazine are Valassis subsidiaries, and RedPlum® is its consumer brand. Its signature Have You Seen Me?® program delivers hope to missing children and their families. Valassis is a wholly owned subsidiary of Harland Clarke Holdings.