Fortunately, there is no shortage of ways to accomplish the task, whatever it is. A GOOD CLIP Combo meals might be the most recent discount innovation, but coupons are probably the oldest. They're also one of the most popular promotions in retail. In 1996, seven out of 10 QSR operators and four out of 10 tableservice operators planned to use coupons at least once during the year, according to the National Restaurant Association. For Eateries Inc., a casual dining group based in Oklahoma City, direct-mail coupons are the most effective way to reach customers, says Norma C. Karter, vice president of marketing for the company, which operates 52 Garfield's restaurants and two Pepperoni Grill units.
Coupons require careful research to be effective, say operators and marketing consultants.
With computer databases and newspaper zoning, it is easier than ever to reach a specific market, says Scott Wilson, director of marketing for a national coupon company. One recent promotion for a QSR chain featured thousands of coupon variations, depending on the location and demographics of individual markets. The type of coupon and method of distribution can affect redemption rates. A better approach would be to link with a complementary business, such as a video store. Other promotions also can be effective, depending on the goal.