Consumers Enticed by More than Coupons
A new survey conducted by Radius Global Market Research group, shows that restaurant consumers are increasingly influenced to return to a restaurant by factors other than price.
Nearly two-thirds of the survey respondents said they would be willing dine out more often if restaurants acted on the following suggestions:
- Increased access to calorie counts and other nutritional information. (This health-oriented communication was the leading recommendation from surveyed consumers.)
- Increased menu offerings in the light-fare category, including between-meal and late-night snacks.
- Nearly one in four respondents indicated they would likely act on promotions delivered via social media networks like Facebook and Twitter.
- Many respondents shared an interest for seeing more “unique” items on menus.
While the influence of other factors is on the rise in the restaurant industry, experts warm that restaurants should not abandon the use of discounts and coupons anytime soon. Survey results indicate that coupons continue to be the primary way that consumers control spending when dining out.
