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New Valassis Research Highlights How Restaurants Can Earn a Bigger Slice of the Pie

Tempt the Dynamic Restaurant Customer With Timely, Relevant Deals

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

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:

For more information, download the e-book.

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.

Posted by on April 11, 2018.

Categories: Trends

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