Coupons, discounted meals increasingly likely to drive restaurant traffic

Chicago – As diners continue to search for savings, discounted meals, coupons and other specials are likely to drive restaurant traffic, says a new report from research firm Technomic.

Consumers in the U.S. continue to search for savings. Specials and promotions that are likely to drive traffic include discounted meals, coupons, combo meals and all-you-can-eat specials, Technomic said in a news release.

Price is important, but there are other important aspects that factor in, the study suggests. “Operators will increasingly focus on value that is driven by quality, service and convenience to meet rising consumer demand”, said Kelly Weikel, director of consumer insights at Technomic, in the release. “Highlighting sustainable ingredients can help with quality perceptions, while greeting guests with a smile and thanking them for their visit goes a long way on the service front. As expectations for convenience increase and new technology emerges, offering the right mix of tech-based amenities will be key to enhancing the value proposition.”

Key takeaways from the report include:

• Fifty-seven per cent of consumers say that the use of sustainable foods creates good value at restaurants.
• Forty-eight pe rcent of consumers ages 18 to 34 say they are seeking out higher-quality menu items than they were two years ago.
• Thirty-one per cent of consumers say they use deal apps and websites – among these consumers, 43 per cent do so on a weekly basis.

Technomic’s 2017 Value & Pricing Consumer Trend Report compiles findings from more than 1,500 consumers, as well as the firm’s MenuMonitor and Digital Resource Library.