The “Tempting the Dynamic Restaurant Customer” research found that although the majority of consumers “usually visit the same restaurant,” diners are still willing to switch destinations based on promotions and coupons. In fact, 30 percent of consumers are switching their fast food and casual dining choices due to savings, with 25 percent doing so for fast, casual and pizza places. Interestingly, only about 10 percent say they switch based on the lowest prices.
Additionally, 34 percent 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 percent) and millennials (54 percent).
“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, 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:
restaurants can compete with national chains through location-based
promotions and deals.
- 50 percent of consumers prefer to dine at local restaurants versus national chains, with this number rising among parents to 59 percent.
A diverse recipe of offers and promotions entices switchers’
- For repeat restaurant visits, value/dollar menus and everyday low prices activate the most switchers (58 percent), with BOGO (buy one, get one) offers being almost equally influential (57 percent).
- When spurring new restaurant visits, BOGO and new/limited time offers reign supreme (54 percent each).
Different media types satisfy different objectives.
If a restaurant wants to share offers, promotions and relevant
information and drive traffic, mail is ideal.
- 55 percent of consumers prefer to receive these types of messages from direct mail sources and 25 percent favor TV.
- With millennials, direct mail and mobile channels are preferred (44 percent and 40 percent, respectively).
If promoting a grand opening, restaurants should consider mail,
mobile and TV:
- 43 percent of all consumers utilize mail and TV sources to learn about new restaurants.
- 50 percent of millennials check the TV and 36 percent use mobile and online sources.
- Apps also present a ripe channel for brands to promote deals and loyalty programs, because, as RetailMeNot reports, more than half of deal-savvy diners have at least one food and dining app on their smartphone.
- If a restaurant wants to share offers, promotions and relevant information and drive traffic, mail is ideal.
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About the Study
“Tempting the Dynamic Restaurant Customer” research was derived from the Valassis Awareness-to-Activation Study; an ongoing study fielded in conjunction with The NPD Group, Inc., a global market research company. The sample was derived via an online survey, and all participants were at least 18 years of age and living in the contiguous United States. Approximately 10,000 respondents are surveyed annually. The specific data included in this report is from the research wave fielded Nov. 29, 2017 through Jan. 22, 2018 to over 1,300 respondents and is balanced by age and gender to U.S. Census demographic profiles.
Valassis helps thousands of local and national brands tap the potential of industry-leading data through intelligent media delivery – understanding, engaging and inspiring millions of consumers to action with smarter cross-channel campaigns. We’ve been a part of consumers’ lives for decades, introducing new ways to deliver offers and messages that activate them — whether via mail, digital, in-store or the newspaper. NCH Marketing Services, Inc. and Clipper Magazine are Valassis subsidiaries, and RetailMeNot Everyday™ is its consumer brand. Its signature Have You Seen Me?® program delivers hope to missing children and their families. Valassis and RetailMeNot are wholly owned subsidiaries of Harland Clarke Holdings.