66% of diners have tried a new restaurant based on an ad they received in the mail. When you add a digital advertising component to direct mail, they work synergistically to boost response rates by 118% and conversion rates by 28%.
We work with leading fast casual dining and quick serve restaurant businesses across the U.S.
Top 4 Restaurant Industry Trends to Consider as You Build Your Marketing Strategy
As you create a restaurant marketing strategy amid the ever-evolving landscape of COVID-19, responding to consumer uncertainty and understanding behavior shifts can help you create a solid plan to attract diners to restaurants of all types, from quick serve restaurant (QSR) to fast casual to casual dining. Here are some trends to consider in shaping your restaurant advertising campaign during COVID-19.
Here are some trends…
- Competition is higher than ever: 30% of consumers said they’ll spend less dining out.
- 32% of consumers plan to stick to a firm budget
- 25% of consumers will be more price conscious when buying food
- During the COVID-19 pandemic, takeout dining increased 72%, while delivery increased 62% in the U.S.
Sources: Prosper Insights & Analytics Monthly Consumer Survey, Restaurant Business Online, Nations Restaurant News.
Influence customers with a multichannel marketing approach
Anchor your marketing strategy with direct mail while boosting its reach and effectiveness with a digital component. This is a great way to raise awareness of your restaurant and highlight your menu offerings while targeting your best potential customers.
- When print is paired with digital media, advertisers see as much as a 30% increase in response.
- Print drives 11% purchase intent compared to only 4% with digital alone, a 175% INCREASE when anchoring your digital campaign with print!
- 74% of consumers said they specifically look for restaurant coupons and offers in their mailbox.
- 66% of frequent diners responded to an ad received in the mailbox in the last 12 months.
- If a restaurant is nearby, 70% would visit the restaurant with a coupon versus their favorite.
Sources: Canada Post Neuroscience Report; Millward Brown Print Campaign Analysis; Valassis “Defining the Coupon and Value Restaurant Consumer” study, conducted by Technomic, Oct. 2018; Prosper, Defining the Coupon & Value Restaurant Consumer Study (2019); AdMall AudienceSCAN 2019