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Research : New Valassis research highlights how restaurants can earn a bigger slice of the pie

by on April 13, 2018 in Latest News, Lead Article, News you can use, Nuggets, Research

Latest Research  :  Valassis, a leader in activating consumers through intelligent media delivery, today released new data around key motivators for enticing restaurant visits.

“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”

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).

Valassis chief marketing officer Curtis Tingle said: “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.

“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 personalised offers, resulting in a greater return on ad spend.”

The study also claimed that local restaurants need to offer location-based promotions and deals to compete with local chains.

Almost 58% of customers chose to remain loyal with the same restaurant when offered dollar menus and everyday low prices, and 57% said they are easily influenced with buy one, get one (BOGO) offers.

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