PORT WASHINGTON N.Y. Deals, all kinds of deals, from price discounts, free items, dollar offerings or smaller portions at lower prices, are what today’s — and tomorrow’s — consumers are craving.
An online consumer study by The NPD Group conducted in June shows that affordability of dining out is top of mind among consumers, especially as they struggle with increased unemployment. As the economy slowly improves, restaurants still will be expected to provide the traffic-driving deals many are promoting today, NPD data indicated.
“It’s going to be awhile before the industry can move away from deals and other customer incentives,” Bonnie Riggs, NPD's restaurant industry analyst, said in a statement Tuesday. “But the industry has been in this place before, and always finds innovative and creative ways to bring itself out of it.”
When NPD asked consumers who have cut back on restaurant visits what would entice them to visit restaurants more often, they listed discounts, something free, more dollar menu items, choice of price offerings, and other cost management options. According to the study, most consumers wanted a price discount on a regular menu item over free items or 99-cent offerings.
NPD added that restaurant visits prompted by deals represent a quarter of the industry’s total traffic. Earlier this month, Nation’s Restaurant News reported on the most popular types of restaurant deals, including coupons and buy-one-get-one offers.
Contact Sarah E. Lockyer at [email protected].
