Based on polling more than 500 restaurant decision makers, including 152 who have participated in daily deal campaigns, and taking into consideration what prior research has shown, Groupon and the National Restaurant Association (NRA) in the USA are providing restaurateurs with some of the top tactics for success with daily deal marketing campaigns.
Research shows that best practices for restaurateurs to help ensure daily deal success include:
- Prepare staff to focus on customer service, look for upselling opportunities, and track offer redemption
- Schedule daily deal timing based on business needs and seasonality
- Estimate and understand the promotion’s impact on profitability
- Measure success by using free tools provided by daily deal company
- Encourage repeat visitors with a customer loyalty programme
Results from the recent online survey conducted by Ipsos MediaCT showed restaurateurs who had successful daily deal experiences stood out as experimental marketers that use a variety of different channels and tactics to drive customer acquisition and retention:
- 94% engage with customers via social media (vs. 75% of non-daily deal users)
- 77% have run more than one daily deal
- 73% connect with customers via email (vs. 59% of non-daily deal users)
- 79% monitor online review sites to see what others are saying about their business (vs. 68% of non-daily deal users)
- 71% have promoted their business with traditional newspaper and magazine ads (vs. 58% of non-daily deal users)
“Daily deals remain a very popular form of marketing for our members, and these are some important steps restaurateurs can take to help ensure a greater return on their investment,” said Julia Kanouse, VP, Strategic Marketing, National Restaurant Association.
“This study reveals how daily deals and the analytical tools that Groupon provides have become a powerful and measurable part of an active restaurateur’s marketing mix,” said Sanjay Gupta, VP, Merchant Marketing, Groupon.
Groupon and the National Restaurant Association have an ongoing partnership to provide restaurateurs with educational content and important marketing resources to help their businesses grow. This content is to be found on www.grouponworks.com and http://www.restaurant.org.
The survey of 513 restaurant decision-makers was conducted by Ipsos MediaCT between February – March 2013 and was commissioned by Groupon.
About National Restaurant Association
Founded in 1919, the National Restaurant Association is the leading business association for the restaurant industry in the USA, which comprises 980,000 restaurant and foodservice outlets and a workforce of more than 13 million employees. It represents the industry in Washington, D.C., and advocates on its behalf. It operates the industry’s largest trade show (NRA Show, May 18-21, 2013, in Chicago); leading food safety training and certification programme; unique career-building high school programme; as well as the Kidas Live Well programme promoting healthful kids’ menu options.
For more information about the National Restaurant Association
About Groupon
A global leader in local commerce, Groupon makes it easy for people around the world to search and discover great businesses at unbeatable prices. Groupon is reinventing the traditional small business world by providing merchants with a suite of products and services, including customizable deals, payments processing, capabilities and point of sale solutions to help them attract more customers and run their operations more effectively. By leveraging the company’s global relationships and scale, Groupon offers consumers incredible deals on the best stuff to eat, see, do, and buy in 48 countries.
For more information about Groupon
To learn more about the company’s merchant solutions and how to work with Groupon