Consumers can’t resist a good deal, and they are always open to trying something new when given the chance. Research by RetailMeNot discovered that 80 percent of people are likely to visit a new restaurant if offered a promotion. Give consumers a coupon, and they are more likely to use it at your restaurant; with any luck, they will be impressed by your food and service and return. You only need to get them in the door…
Register tape advertising has become an effective way of delivering restaurant coupon ads via receipts given to customers at grocery stores. Everyone needs groceries, and people usually shop within a few miles of their homes. Local restaurants can benefit from receipt coupons by inviting visitors to take a trip to your store—both new customers and those who haven’t dined at your store in a while. Furthermore, grocery store coupon ads are one of the most cost-effective forms of advertising you can buy—on average, these ads cost only $6 per month to reach a thousand consumers.
But what kind of grocery store coupon ads deliver the greatest punch? After all, if a coupon doesn’t pop off the receipt, or if the deal doesn’t provide enough value, customers will simply ignore it. These are six examples of grocery store coupon ads that outperform the rest.
1. Double-sized Ads
A typical grocery store coupon ad fills about an inch of space on a receipt. Although this is effective for getting your coupon noticed by customers, a double-sized ad stands out even more. In addition to inhabiting more real estate on the register tape, a double-sized ad gives you more creative room for adding your restaurant logo, including pictures, and for using larger type that attracts consumer eyes. While a double-sized ad may cost more, it will still cost less than offerings in other “traditional” advertising channels found in newspaper, television, and radio.
2. Twin Offers
A double-sized ad allows you the opportunity to present customers with two well-placed offers in one coupon. There is only thing potential diners love more than the chance to save money on their meals: the ability to choose between money-saving deals. Don’t overwhelm customers with too many choices—if what you offer is too complex, diners may be turned off and never visit your restaurant. But two offers on one coupon gives customers a sense of value and flexibility that might just draw them to your restaurant.
3. 20 percent off and Using Dollar Amounts
How much savings can be seen on a grocery store coupon ad? This is the turning point between a consumer ignoring the offer versus believing it will provide real value. Generally, 20 percent is enough of a discount for customers to appreciate the potential deal and use the coupon. Your coupons may not necessarily offer a pure discount, but consider free appetizers or other promotions to meet the 20 percent standard. In addition to using percentage off deals, you can also offer specific dollar discounts on purchases. For example, giving $5 off a $25 purchase is often a better offer for customers than a 20% off deal.
4. Buy One, Get One Free
Buy one, get one (BOGO) coupons are powerful attractions to your store. Essentially it’s a 50 percent discount for a party of two, so a BOGO offer leave no doubt in the mind of customers that they are getting a deal. However, this kind of strategy must be used carefully, to avoid either cutting into your profit margins or creating a situation in which diners only use BOGO coupons to eat at your restaurant.
5. Free Item with Purchase
Grocery store coupon ads for free appetizers, side dishes, drinks, or desserts are great—not only because consumers love freebies, but also because the offered items usually don’t affect your profit margin as much as full meals. Also, items such as appetizers or desserts require a purchase of those meals. The ROI of this strategy is solid. If the appetizers and desserts are tasty, customers will be more inclined to splurge on their next dining experience with you.
6. Information-rich Ads
Obviously, the coupon itself delivers the most value for a receipt ad, but you should also use the ad as an opportunity to provide more information for customers. Include your phone number, address, website, and social media handles. Also, state something impressive about your restaurant (e.g., “Voted Best Mexican Restaurant by Reader’s Choice Awards!”). By providing plenty of information about your business, you will give future diners all of the information they need to use the coupon and visit your restaurant.
In your opinion, which best practice of grocery store coupon ads is most important?
By Talitha Turkin
