TV, Coupons are Tops for Restaurant Marketers

Restaurants have resorted to a wide variety of tactics to reel in customers. The lingering recession means it’s more important than ever  before to employ the most effective advertising strategies. For restaurants, it seems that patrons most easily recall the ads they've seen on TV.

A new study published by the National Restaurant Association and LivingSocial shows that adults remember restaurant advertising as follows:

  • TV 75%
  • Coupons in booklet 56%
  • Newspaper 55%
  • Email 47%
  • Website found through online search 45%
  • Email from daily deal 42%
  • Restaurant post on social media 24%

The study also uncovered differences in the way men and women recall this advertising. In general, all consumers remembered seeing TV ads for restaurants about 36 times over a 6‑month period of time. Men also noted that they saw more of these ads on TV, in local newspaper, online, and on the radio than women did. With respect to radio, about 41% of men, versus 33% of women, remembered ads that included savings or deals.

Beyond advertising, consumers may need extra incentive to actually visit a restaurant. One of the top incentives is coupons. Over 90% of women and 80% of men who see a coupon in a booklet will take the next step to learn more about a restaurant. And 85% of these consumers are likely to go to the restaurant. About 80% of consumers who get an email with a coupon say they would also be apt to visit the establishment.

The implications of this study are clear. Restaurants who want to stay top-​of-​mind with consumers and then increase the chances of a visit should employ a media mix that uses both TV and coupons.

[Source: Social Media & Marketing in the Restaurant Industry. Restaurant​.org. 2012. Web. 21 May 2012] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.