Interesting to read in marketing week that some restaurant chains (La Tasca and Yo Sushi) are moving away from vouchers towards loyalty schemes that will reward repeat custom and create loyalty. http://bit.ly/yHvIOQ
In my view this is a good move. Vouchers for these chains have become devalued. Customers are looking for places to eat based on where they could get a voucher for rather than deciding which restaurant they prefer. Desire is therefore built around the best deal rather than preference for the restaurant, the food and/or the brand.
A friend once said to me that he would feel “cheated if he went to a particular Pizza chain and had to pay full price, as they always have a voucher offer on”. I am sure that this establishment and others have done great business through these vouchers and have set their prices accordingly but you have to ask at what cost to the perceived value of their product?
Customers like to feel special and dining out, whilst more prevalent than ever, is still a luxury. If everyone has a voucher for 2 meals for the price of one no-one feels special.
Some of these chains have a good product and they should have faith in their offering to pull in repeat business.