Couponing - How much is too much?
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One temptation when trying to build guest traffic is to blanket your immediate marketing area with coupons and other printed discounts. This may stimulate interest in the short run, but over the long run, it's likely to create an image crisis for your operation.
Couponing can actually backfire, training guests and potential guests to only pay your restaurant a visit when there's an opportunity to take advantage of a special offer. No offer? No visit.
It's better to use freebies on the spot tomake new guests already in your restaurant feel special and pampered. A few, well-timed "this one's on me" can do wonders establishing a loyal clientele.
This opinion appeared in "The Service that Sells" Newsletter, April 2001, Pencom International.
