Restaurant-Goers Are Eager for Deals - eMarketer

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Restaurant-Goers Are Eager for Deals

Across age ranges, everyone wants to hear from restaurants that can offer coupons, discounts and other deals

September 23, 2016

Regular diners overwhelmingly want to receive information on discounts and special offers from restaurants, according to a Q1 2016 survey from Deloitte. While a number of those who wanted to hear from restaurants also said they want to hear from restaurants regarding menu-related news and personalized messages, by far the most popular answer had to do with savings.

Types of Communications/Information that US Restaurant-Goers Would Like to Receive from Restaurants, Q1 2016 (% of respondents)

Among internet users who visited casual, fast-casual or quick-service restaurants at least twice each week, 40% told Deloitte they were interested in hearing from restaurants on a monthly basis. And eight in 10 of them agreed about what they wanted to hear about: deals.

It’s worth noting that there’s not a generation gap with the desire for restaurant coupons online: A June 2016 survey by Valassis highlighted that millennial internet users in the US are just as interested in finding restaurant coupons as the general population of internet users in the US.

US Internet Users Who Have Mobile Apps for Restaurants or Food-Ordering Services Installed on Their Mobile Device, May 2016 (% of respondents)

In fact, mobile marketing and customized offers interested many of the US internet users surveyed in June 2016 by ValassisHospitality Technology—45% said those digital features would influence dine-in restaurant selection.

One way for restaurants to reach out and be present in an internet user’s life is a mobile app, whether that’s on Seamless or a restaurant-specific app.

While mobile restaurant apps are still a somewhat niche category, over 20% of US internet users already say they have at least one, and over 10% have multiple food-ordering apps.


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