Restaurant vouchers remain a popular option for UK consumers, with new research showing that over half (59 per cent) have used discount vouchers when eating out in an effort to save money .
According to the ‘Taste of the Nation’ survey, compiled by Deloitte and BDRC Continental, nearly two-thirds (61 per cent) of consumers have used vouchers for fast food or casual dining, half for fine dining and 48 per cent for in a pub or bar.
However, the study also revealed that only 1 in 4 people eat out more than they usually would because of vouchers, and just 18 per cent would stop visiting a restaurant or bar if it stopped offering discount vouchers.
Consumers aged 18-24 were found to be the least likely to avoid eating somewhere that stopped accepting vouchers, and also the most savvy in terms of locating them, with many signing up to websites and forums.
Commenting on the findings, Jon Lake, corporate finance director in the licensed retail group at Deloitte, said: “Vouchers are undoubtedly an excellent tool to generate new customer, especially amongst the 18-34 age group – the biggest market for eating out .”
“However, the challenge comes when converting that consumer into a loyal customer willing to pay the full price in their establishment.”
“Some [operators] will find it difficult to determine the most effective method for phasing out vouchers and increasing their customers’ average spent whilst retaining their loyalty. However, our research indicates it could be achievable.”
