Online Daily Restaurant Deals Attracting New, Infrequent Diners
As online websites offering daily deals on local dining multiply, they’re bringing in new customers that wouldn’t regularly dine out at the featured restaurants. Information gathered by the top research firm for the food industry, Technomic, showed that those customers also return later without discount coupons. These consumers also often bring friends and family or recommending the restaurant to them. Many are also sharing their experience on Facebook or review websites like Yelp. This, and other information gathered by the firm regarding the behaviors of dining deal users, will help restaurants decide if participating in a discount website will benefit them.
Almost 50 percent of diners purchase coupons for restaurants they’ve never eaten it, and another quarter of respondents purchased deals at places they’ve only tried once. Only a minority of customers refused to try a good deal at a restaurant they’re unfamiliar with. Nearly 70 of diners returned to dine again without a coupon, making a discount deal website a good way to encourage repeat visitors. When these websites first began, many restaurant owners avoided signing up because they were afraid of attracting bargain hunters that wouldn’t pay full price later.
83% of daily discount diners also recommended the restaurant they visited to others, and nearly 40% posted some kind of review on a social networking website. Despite income levels or economic hardship, diners who take advantage of special discounts don’t mind paying full price for their second visit. The one-time bargain gives reluctant diners a chance to try a new type of cuisine or a new location without spending too much money in case they don’t enjoy the food. However, it seems like most diners are pleased enough with the restaurants offering deals to return again a second time.