Chart from Meaningful Vision.
Promotions trend in casual dining revealed
The number of promotions in casual dining rose by 25%.
Special price offers in the casual dining are less prevalent in QSR, representing 43% of promotions, a report by Meaningful Vision revealed.
According to Meaningful Vision's data, the number of promotions in restaurants has increased significantly in recent years, with the number of promotions in casual dining rising by 25% in QSR and 13% in the first half of 2024.
Meanwhile, a relatively modest 3% growth was witnessed in the delivery sector, where promotional deals are already well represented with frequent and numerous offers an established feature of the market.
Price promotions are the favoured strategy of the UK’s top brands, constituting 64% of promotional activity in casual dining, but what are they offering, and how do dine-in promotions differ from those of the delivery channel?
Free, or extra products are also popular with a little over one-third of all promotions, 36%. Frankie & Benny’s offers a free pizza when you purchase any drink, and ASK Italian offers a deal of “2 for1” on main meals, or free dessert when purchasing a main meal with an email code. TGI Fridays promote their “Kids eat for free” special offers.
Absolute discounting has a smaller share than price promotions or special prices, with a 28% share of promotions in the delivery channel, and a 15% share of dine-in promotions.
"The UK foodservice industry is witnessing a surge in promotional activity, driven by the need to attract and retain customers in a competitive market. While price promotions remain dominant, we're seeing a growing focus on special offers, freebies, and targeted deals. Restaurants are leveraging digital platforms and tailoring promotions to specific demographics and times of day to maximise their impact," Maria Vanifatova, the Meaningful Vision CEO said.
