The number of promotions in casual dining has increased by 25%. Special price offers in casual dining are less common in quick service restaurants (QSR), accounting for 43% of promotions, according to a report by Meaningful Vision. Their data indicates a significant rise in restaurant promotions, with casual dining promotions climbing by 25% in QSRs and 13% in the first half of 2024. In contrast, the delivery sector saw a modest growth of 3%, where promotional deals are already abundant and a typical aspect of the market.
Price promotions are the preferred tactic among the UK’s leading brands, making up 64% of promotional activities in casual dining. However, the nature of dine-in promotions differs from those offered in the delivery channel. Over one-third (36%) of promotions include free or additional products. For example, Frankie & Benny’s gives a free pizza with any drink purchase, and ASK Italian provides a “2 for 1” deal on main meals or a free dessert with a main meal using an email code. TGI Fridays also runs “Kids eat for free” promotions.
Absolute discounting is less common than price promotions or special offers, representing 28% of promotions in the delivery channel and 15% in dine-in promotions.
Maria Vanifatova, CEO of Meaningful Vision, commented on the trend: “The UK foodservice industry is witnessing a surge in promotional activity, driven by the need to attract and retain customers in a competitive market. While price promotions remain dominant, we are observing a growing emphasis on special offers, freebies, and targeted deals. Restaurants are leveraging digital platforms and tailoring promotions to specific demographics and times of day to maximize their impact.”
