The share of in-restaurant price promotions reached 86% in the first half of the year.<\/p>\n
Promotions play a vital role in the marketing strategies of businesses across the UK\u2019s foodservice industry. From fast-food chains to casual dining establishments, operators utilize a range of promotions to attract and retain customers.<\/p>\n
Recent data from Meaningful Vision indicates a notable increase in promotional activities. In the first half of 2024, the number of promotions rose by 25% in Quick Service Restaurants (QSR) and by 13% in casual dining. The delivery sector saw a more modest growth of 3%, where promotions are already common, characterized by frequent and varied offers.<\/p>\n
Price promotions are prevalent, representing 64% of all in-store promotional activities in casual dining and 86% in QSR. In the delivery sector, price promotions account for 57% in casual dining and 68% in QSR. The average discount from promotions in the first half of 2024 was approximately 24% for QSR and 22% for casual dining.<\/p>\n
In June and July 2024, price promotions continued to dominate, with average discounts ranging from 20-25%. This strategy aims to mitigate rising prices and ensure affordability for customers.<\/p>\n
Special price offers are becoming increasingly popular among price promotions, while free delivery incentives for delivery orders are on the rise. Meal deals remain a central focus of promotional strategies.<\/p>\n
Summer promotions are often linked to sporting events; for instance, Greggs offered free rolls during matches, and Domino’s provided free pizza through a cashback partner.<\/p>\n
Many operators are utilizing websites and apps to deliver targeted deals to broader audiences. Numerous chains have introduced loyalty programs and app-based promotions to reward customers and foster repeat business. This year, free product offers for app sign-ups have increased significantly, accounting for 4% of all promotions, marking a substantial rise from the previous year.<\/p>\n
Maria Vanifatova, CEO of Meaningful Vision, noted the growing trend of utilizing apps for promotions: \u201cMore and more companies are using their apps to run promotions, creating additional engagement and helping to build long-term relationships with customers. Additionally, we\u2019re seeing more promotions focused on special occasions, such as breakfast deals at McDonald’s and Greggs, or lunch offers at KFC and Domino’s.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"
The share of in-restaurant price promotions reached 86% in the first half of the year. Promotions play a vital role in the marketing strategies of businesses across the UK\u2019s foodservice industry. From fast-food chains to casual dining establishments, operators utilize a range of promotions to attract and retain customers. Recent data from Meaningful Vision indicates […]<\/p>\n","protected":false},"author":1,"featured_media":5191,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[1],"tags":[],"class_list":{"0":"post-5190","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-restaurant-news-uk"},"_links":{"self":[{"href":"https:\/\/restaurantnews.co.uk\/index.php?rest_route=\/wp\/v2\/posts\/5190"}],"collection":[{"href":"https:\/\/restaurantnews.co.uk\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/restaurantnews.co.uk\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/restaurantnews.co.uk\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/restaurantnews.co.uk\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=5190"}],"version-history":[{"count":0,"href":"https:\/\/restaurantnews.co.uk\/index.php?rest_route=\/wp\/v2\/posts\/5190\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/restaurantnews.co.uk\/index.php?rest_route=\/wp\/v2\/media\/5191"}],"wp:attachment":[{"href":"https:\/\/restaurantnews.co.uk\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=5190"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/restaurantnews.co.uk\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=5190"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/restaurantnews.co.uk\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=5190"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}