Why Coupons Don’t Make Sense for Fine Dining Restaurants

Restaurants can advertise themselves pretty well by upping their services, offering exquisite cuisines and satisfying the customers through quantity. However, as a restaurant, you still need a splendid marketing technique to be heard of and seen by the customers. What I’m trying to say is that you need your marketing presence and your brand name to be acknowledged.

A compelling marketing strategy does wonders; it attracts new customers and helps your restaurant maintain the existing ones. One of the prominent marketing strategies you might have heard of is giving out discount or loyalty coupons.

Coupons are extremely beneficial in boosting your restaurant’s sales. Coupons are most frequently used when your restaurant is relatively new in the market and needs to survive the tough competition. Think like a customer- haven’t you tried that new pizza place around the corner just because they had a discount coupon deal going on?

Let’s take a look at some of the benefits of coupons for restaurants:

  • A great incentive for new customers to try your restaurant
  • Loyalty coupons help you sustain your current clientele
  • A great way to spread word of mouth because coupons build a positive reputation

However, this may not be the case in a different situation, particularly if your restaurant is a fine-diner. It is essential to understand the psyche of your customers. As a fine-dining restaurant, you’re targeting an elite class or upper middle class based audience that focuses immensely on quality and not as much on the price.

Of course, they expect to get the value for the price that they pay, but that is also determined by the quality of your service, the taste of the food, the variety and diversity of the menu, the affability and professionalism of your staff, the overall ambience of the restaurant (including the décor and furniture) and the additional services offered by your restaurant (such as free valet parking for customers).

Let me give you an example. Most customers who you should expect in your fine-dining restaurant would be the following:

  • Customers dining due to professional relationships (business deals or office colleagues)
  • Customers dining due to personal relationships (families or partners; mostly dates)

Now here is an example based on each of the customer category. For example, a professional individual has a business meeting with their client in your fine-dining restaurant. They would pay for the client’s meal while discussing. Would it seem professional at all for them to bring out a coupon asking for a discount in a fine-dining restaurant? NO!

Now, let’s take another example. Someone has brought their spouse for a fine-dining experience after a promotion to celebrate or someone has brought their date to your fine-dining restaurant to impress them. Would it seem polite for them to whip out a discount coupon to pay? Not at all!

Fine-dining restaurant defines class and sophistication; a place where coupons are misfits. In addition, your fine-dining restaurant has higher production costs than an average pizzeria which is why, offering fine-dining restaurant coupons in Lancaster, PA doesn’t make sense at all.

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