Discount vouchers can be dangerous to your brand health
One side effect of Le Crunch (resorting to French for a fresh descriptor) is a boon in the discount voucher market online which has helped keep restaurants like Pizza Express full in the dog days of January with two for one and three courses for £10 offers.
Playing the discount voucher game is therefore an attractive option for restaurateurs with a cold wind on their back but there is a danger that in the frenzy to keep tables full, established, loyal customers may be ignored. If no distinction is made between them and the fly-by-night, voucher clutching one timers, what are you saying to your regular customers about how you value them?
Thankfully, it’s not an either or situation, restaurateurs can combine discount vouchers with rewards for loyalty. This could be as simple as mailing your existing customer base and offering a reward for passing on the discount vouchers to friends. Email and social media make this a wildfire solution for spreading the word if the offer is attractive enough. However it is executed, rewarding customer loyalty, rather than purely commoditising the offer will put restaurants and other retailers using vouchers in a stronger position come the financial thaw.
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