Restaurants to Target Customers Using Limited-​Time Email Ads

BY Rachel Cagle
Featured image for “Restaurants to Target Customers Using Limited-​Time Email Ads”

"Whether it’s the return of Pumpkin Spice Lattes in the fall or the green shakes that herald the coming of spring, consumers buy into these annual traditions and the sense that these offerings — like colorful fall leaves and spring flowers — are here for only a short time."

"A recent foodservice market research report by The NPD Group examines restaurant limited time offers (LTOs) and finds that repeated LTOs, like seasonal offers, tap into a base of loyal buyers."

"An example is Starbuck’s Pumpkin Spice Latte (or PSL for short) limited time offer, which debuted in fall 2004 and will be available this year starting on August 27. Twenty-​four percent of buyers who bought a PSL at Starbucks in 2018 had purchased the coffee drink in 2017 and 32% of buyers in 2017 had bought a PSL in 2016, according to the NPD report, The Role of the Limited Time Offer: How LTOs Can Be Used to Affect Consumer Behavior."

"The NPD report, which is based on data from the company’s receipt harvesting service, Checkout, also finds that when a seasonal LTO first debuts it garners broad consumer interest because it’s new and then over time it plateaus to include the loyalist buyers while still attracting some new buyers. Seasonal LTO buyers typically visit more and are more valuable customers to the chain overall."

'Limited time offers continue to be an integral element of a restaurant chain’s and foodservice manufacturer’s marketing mix,' says David Portalatin, NPD food industry advisor and author of Eating Patterns in America. 'A well-​executed LTO can boost sales and serve as a competitive edge for restaurant operators and help foodservice manufacturers test new products and concepts.'”

Email Offers Lovers don't just value limited-​time offerings, they love deals, as well. According to AudienceSCAN, 84.5% of Email Offers Lovers favor emails containing coupons/​discount codes. Also, within the last month, 57.6% of these shoppers used the internet to find coupons or discount codes, and last year, 62.8% were driven to action by direct mail ads/​coupons while 48% took action after finding ads on daily deals sites such as Groupon.

AudienceSCAN data is available for your applications and dashboards through the SalesFuel API. In addition, AdMall contains industry profiles on quick-​serve, fast-​casual and full-​service restaurants, as well as lead lists at the local level. Media companies, sales reps and agencies can access this data with a subscription to AdMall from SalesFuel.