It is reported that special price offers are the leading promotional tools in quick-service restaurants, comprising 79% of dine-in formats and 53% in the delivery sector. This indicates the increasing importance of promotions in attracting customers, as per data from Meaningful Vision.
In the first half of 2024, there was a 13% rise in promotions in casual dining establishments and a 25% increase in Quick Service Restaurants (QSR). The delivery sector saw a modest growth of 3%, likely due to the high saturation of promotional offers in that market segment. Websites and apps have become essential for promotional activities, with fast-food chains leveraging digital platforms to provide targeted deals to an expanding customer base. Loyalty programs and app-based promotions are being used to reward customers with discounts and special offers, fostering repeat business.
For instance, customers downloading the Greggs app for the first time can access offers like doughnuts and free sausage rolls. Burger King fans can receive a free Whopper by using the YourBurgerKing app, while McDonald’s My Rewards app allows customers to earn points redeemable for free food.
While Free/Extra Product offers constitute only 10% of overall promotions, absolute discounts are less common in QSR compared to price promotions. However, their popularity is growing in the delivery sector, reaching 53% compared to 8% in dine-in settings.
Fast-food chains are increasingly adopting daypart-specific promotions, with Greggs and McDonald’s focusing on breakfast offers and KFC appealing to the lunch crowd.
Maria Vanifatova, CEO of Meaningful Vision, forecasts that promotions will shift towards more focused approaches targeting specific demographics and times of day. By utilizing digital platforms and understanding customer preferences, restaurants can develop effective campaigns that drive sales, enhance brand loyalty, and distinguish themselves in a competitive market.
