The future for discounts and loyalty in the restaurant industry

Transcription

1 White Paper The future for discounts and loyalty in the restaurant industry Findings from the the Peach Brand Track Survey

2 Table of of contents... The The challenges of of discounting The The opportunities of of loyalty Is Is it safe it safe to to abandon discounts?... nsumer prefer?... Loyalty or or vouchers which offer offer schemes 5 do do consumer prefer? ffers?... Communication how how do do diners like like 7 to to receive offers? ted promotions?... Personalised offers do do consumers 9 prefer targeted promotions? Conclusions...11 nagement...11 MICROS solutions for for promotions and and loyalty management...11 ghts reserved. 2 Copyright 201 MICROS Systems, Inc. All rights reserved. 2 Copyright MICROS Systems, Inc. Inc. All All rights rights reserved. 2 2

3 The challenges of of discounting One One of of the the biggest challenges facing the the restaurant industry today is is the the issue issue of of discounting. Many restaurants and and consumers have have formed a level a level of of dependency on on discounts over over the the past past few few years; for for some restaurants, discounts are are now now a significant a driver of of sales, while while for for consumers discounts can can have have a major a influence on on their their choice of of eating out out destination. According to to the the Peach Report BrandTrack survey from from February 2012, 42% 42% of of consumers said said that that discounts are are very very or or extremely important in helping them them decide where to to eat*. eat*. Although a a small small number (6%) (6%) said said that that they they would only only dine dine out out if the if the meal meal was was discounted, the the fact fact remains that that almost half half of of the the people eating out out tonight will will decide where to to go go based on on the the availability of of discounts. For For restaurant owners, discounting presents some very very real real challenges. Clearly, discounts have have an an impact on on margins and and profitability, which has has led led many restaurant groups to to question their their sustainability. As As one one of of the the contributors to to the the Business Leaders Survey carried out out by by Peach Report put put it earlier it this this year: year: As As a sector a we we need need to to start start transitioning from from discounting to to loyalty driving offers. The The level level of of discounting in in the the market is is unsustainable in in the the medium term, term, never mind mind the the long long term. * * The opportunities of of loyalty The The idea idea of of weaning customers off off discounts and and onto onto loyalty-based programmes is is an an interesting one. one. Firstly, it it provides restaurants with with a welcome a alternative to to ceasing discounts altogether and and risking a potentially a calamitous drop-off in in sales. Secondly, loyalty schemes open open up up opportunities for for building closer relationships with with the the customer and and that that presents a wealth a of of possible advantages to to a restaurant a business: Understanding customer needs Identifying and and adapting to to changes in in customer preferences Spotting new new commercial opportunities and and gaps gaps in in the the market Gaining a competitive a edge edge Is Is it it safe to to abandon discounts? Before restaurateurs turn turn to to loyalty schemes that that can can deliver the the above benefits, a word a word of of caution is is needed. If If the the concept of of discounting is is so so entrenched in in the the minds of of consumers and and marketing teams alike, alike, can can we we as as an an industry afford to to abandon them? Is Is it safe it safe to to do do so? so? To To help help frame the the debate, MICROS commissioned some research into into what what consumers want want and and expect from from restaurants when when it comes it to to discounts and and promotions. The The highly respected, twice-yearly Peach Report BrandTrack asks asks 5,000 UK UK consumers who who have have eaten out out in in the the last last 6 months 6 about their their preferences. Three questions were were included in in the the July July BrandTrack: There are are many ways ways of of receiving offers and and promotions, which do do you you prefer? When receiving offers, how how do do you you like like to to be be communicated with? with?.. When receiving offers do do you you prefer them them to to be be targeted specifically at at you you or or do do you you like like blanket offers that that you you can can share? * Copyright MICROS Systems, Inc. Inc. All All rights rights reserved.

4 sights. Table of of contents The responses to these questions, detailed in full over the following pages, provide some fascinating insights. Three significant conclusions can be drawn:... The The challenges of of discounting The The opportunities of of loyalty... Vouchers and loyalty schemes are both important to today s consumers... Is Is it safe it safe to to abandon discounts?... for There is no doubt that discount vouchers remain important to consumers today. 47% of those surveyed for important nsumer prefer? Loyalty... MICROS or or vouchers said that they which preferred offer offer schemes to 5 receive do do promotions consumer prefer? in the form... of discount vouchers. However, 5 it 5 is important In ffers?... Communication to note that another how how 9% do do diners said that like like they 7 to to receive would offers? prefer... their promotions to come via a loyalty programme. 7 7 In ted nce promotions? for Personalised... London, the offers South East, do do consumers the East of prefer 9 England targeted and Scotland, promotions? over... 40% of diners had expressed a preference 9 9 for...11 Conclusions loyalty schemes,...11 thus splitting the vote almost evenly in some of those regions. nagement...11 MICROS solutions for for promotions and and loyalty management...11 r vouchers This is good news for restaurants that want to move towards loyalty-based promotions. The demand for vouchers valued by remains and must be supported if a restaurant has traditionally embraced them but loyalty schemes are valued by a large proportion of consumers that actively prefer a loyalty programme to vouchers. ith What restaurants need is a strategy to support an integrated promotion and loyalty programme, in line with business objectives and customer preferences for today and the future. l media ication their and SMS are the preferred communication tool but nearly a fifth of 18-4s are using social media While promotions on paper remain popular with consumers, and SMS are the preferred communication tools for promotions across genders, regions, and age groups. This is where restaurants need to focus their communication efforts. plied here. This is these or roportion cial 18-4 are nce for al media. ers and stomers Overall, social media and apps were mentioned by only 9% of the survey base. But caution must be applied here. Several misapprehensions exist around social media, not least that everyone will eventually be social. This is misleading - there are plenty of consumers that are not on Facebook or Twitter and feel no need to join these or other networks. At the other end of the scale, an equally dangerous misconception is that only a small proportion of people are using social media, and therefore the critical mass needed for restaurants to develop a social strategy is lacking. This is also untrue. What is true about social media and apps is that the diners aged 18-4 are much more likely to want communication via these formats; 19% of year olds expressed a preference for apps, while 16% mentioned social media. In the 25-4 age group 18% voted for apps and 16% for social media. Young consumers are using social media and apps and restaurants must find ways to communicate offers and promotions across these channels in a controlled and measurable manner. Even if they are not your customers today, they will be your customers tomorrow. gly for ions. ecific Targeted offers are preferred by every age group, especially younger diners When asked if they preferred targeted offers or blanket promotions, the respondents voted overwhelmingly for targeted deals. Overall, 67% expressed a preference for targeted deals, which rose to 75% in some regions. Younger diners were more likely to favour targeted offers and were also more likely to welcome time-specific offers; 11% expressed a preference for a time-limited deal, compared to just 1% of the 65+ age group. that allow Restaurants must be able to deliver targeted campaigns by profiling customers and creating promotions that reflect purchase history, preferences, and demographics. To do this, managers need a set of tools that allow insights to be drawn from customer data, which can then be acted upon through the simple creation and execution of measurable campaigns. ghts reserved. 4 Copyright 201 MICROS Systems, Inc. All rights reserved. 2 Copyright MICROS Systems, Inc. Inc. All All rights rights reserved. 2 24

5 Loyalty The challenges or vouchers of of discounting which offer schemes do consumers prefer? One The One surveyed of of the the biggest consumers challenges were asked facing the to the respond restaurant to the industry question today There is is the the are issue issue many of of ways discounting. of receiving Many offers restaurants and and promotions and consumers in the have market have formed at the a level a moment. level of of dependency Do you prefer: on on with discounts a list over of over options, the the past past of few which few years; they for could for some pick restaurants, one. discounts are are now now a a significant driver of of sales, while while for for consumers discounts can can have have a a major influence on on their their Vouchers choice of of were eating most out out popular, destination. with According 47% of the to to the panellists the Peach opting Report for BrandTrack a straight-forward survey from discount from February scheme. 2012, 9% 42% 42% of of preferred consumers a loyalty said said that that scheme, discounts where are are purchases very very or or extremely would be important rewarded in with helping money them them off or decide other where offers: to to eat*. eat*. Although a a small small number (6%) (6%) said said that that they they would only only dine dine out out if the if the meal meal was was discounted, the the fact fact remains that that almost half half of of the the people eating out out tonight will will decide where to to go go based on on the the availability of of discounts. Voucher scheme 46.7% Loyalty scheme 8.7% For For restaurant owners, discounting presents some very very real real challenges. Clearly, discounts have have an an impact on on margins and and profitability, which has has led Some led many other restaurant scheme groups to to 1.7% question their their sustainability. As As one one of of the the contributors to to the the Business Leaders None Survey of these carried out out by by Peach 12.9% Report put put it it earlier this this year: year: As As a a sector we we need need to to start start transitioning from from discounting to to loyalty driving offers. The The level level of of Women discounting more likely in in the the to market prefer is vouchers is unsustainable in the the medium term, term, never mind mind the the long long term. * * Half of the women surveyed preferred vouchers, compared to 4% of the men, and women were also more likely to prefer loyalty schemes: The opportunities of of loyalty The The idea idea of of weaning customers off off discounts and and onto onto loyalty-based programmes is is an an interesting one. one. Firstly, it it Male Female provides restaurants with with a a welcome alternative to to ceasing discounts altogether and and risking a a potentially 46.00% 54.00% calamitous drop-off in in sales. Secondly, loyalty schemes open open up up opportunities for for building closer relationships with with the the customer and and that that Voucher presents scheme a a wealth of of possible 46.70% advantages to 42.60% to a a restaurant 50.20% business: Understanding Loyalty customer scheme needs 8.70% 7.70% 9.60% Identifying and and Some adapting other to to scheme changes in in customer 1.70% preferences 2.20% Spotting new new commercial None of these opportunities and and gaps gaps 12.90% in in the the market 17.50% 1.0% 8.90% Gaining a a competitive edge edge Younger diners prefer vouchers Is Is it it safe to to abandon discounts? The age of the panellists had a significant impact on their attitude to vouchers. They were most popular with the group (51% opted for a voucher scheme) and became steadily less popular as the age of the panellists Before restaurateurs turn turn to to loyalty schemes that that can can deliver the the above benefits, a word a word of of caution is is needed. If If increased, with 42% of the 65+ group choosing vouchers. the the concept of of discounting is so so entrenched in in the the minds of of consumers and and marketing teams alike, alike, can can we we as as an an industry afford to to abandon them? Is Is it safe it safe to to do do so? so? Loyalty schemes were most popular with the age group, who preferred loyalty to vouchers. To To help help frame the the debate, MICROS commissioned some research into into what what consumers want want and and expect from from restaurants when it it comes to to discounts and and promotions % 18.40% 20.0% 16.40% 16.0% 16.90% The The Voucher highly respected, scheme twice-yearly 46.70% Peach 50.60% Report BrandTrack 50.00% asks 48.00% asks 5,000 UK UK 47.50% consumers 41.80% who who have have 42.80% eaten out out in in the the last Loyalty last 6 6 months scheme about their their 8.70% preferences. 9.0% Three questions 8.40% were were 7.50% included.90% in the the July July % BrandTrack: 9.90% Other scheme 1.70% 0.40% 1.0% 1.20% 2.70% 1.20%.20% There are are many ways ways of of receiving offers and and promotions, which do do you you prefer? None of these 12.90% 9.60% 10.0% 1.40% 15.90% 1.10% 14.10% When receiving offers, how how do do you you like like to to be be communicated with?.. When receiving offers do do you you prefer them them to to be be targeted specifically at at you you or or do do you you like like blanket offers that that you you can can share? * Copyright MICROS Systems, Inc. Inc. All All rights rights reserved. 5

6 Table of of contents London, London, South South East East and and East East of England of England like like loyalty; loyalty; Wales Wales prefers prefers vouchers vouchers reference In London, In London, the South the South East, East, the East the East of England of England Scotland, Scotland, over over 40% 40% of the of panellists the panellists expressed expressed a preference a... for The loyalty for The challenges loyalty schemes. schemes. of of discounting The The opportunities of of loyalty Is Is it safe it safe to to abandon discounts?... nsumer prefer? Yorkshire Loyalty or or vouchers which offer offer schemes do do consumer prefer? Yorkshire Yorkshire West... East East of of East East 5 North North North North South South South South West West and the London London Scotland Scotland Wales Wales and the and the ffers? Midland... Communication England England how Mids how Mids do do diners like like to to receive East East offers? West... West East East West West 7 7 Midland Midland Humber 7 Humber Humber ted promotions? Personalised... offers do do consumers prefer 9 targeted promotions? % 8.70% 8.1% 8.1% 7.% 7.% 11.8% 11.8% 4.2% 4.2% 12.0% 12.0% 8.8% 8.8% 16.4% 16.4% 8.5% 8.5% 4.8% 4.8% 9.% 9.% 8.70% 8.70%...11 Conclusions...11 Voucher Voucher nagement 48.4% scheme MICROS solutions 44.% for for 5.0% promotions 45.1% and and loyalty 50.6% management 45.2% % 42.9% 40.% 62.6% 48.4% 5.60% scheme % 44.% 5.0% 45.1% 50.6% 45.2% 42.0% 42.9% 40.% 62.6% 48.4% 5.60% Loyalty Loyalty 6.5% 4.10% 40.1% 40.1% 7.1% 7.1% 4.4% 4.4% 5.6% 5.6% 8.7% 8.7% 41.4% 41.4% 42.6% 42.6% 8.6% 8.6% 25.% 25.% 6.5% 6.5% 4.10% 4.10% scheme scheme Other Other 2.1% 2.20% 1.8% 1.8% 1.% 1.% 2.5% 2.5% 0.0% 0.0% 0.0% 0.0% 2.2% 2.2% 1.5% 1.5% 2.8% 2.8% 2.0% 2.0% 2.1% 2.1% 2.20% 2.20% scheme scheme None None of of 1.0% 10.10% 1.8% 1.8% 8.6% 8.6% 9.0% 9.0% 1.8% 1.8% 16.1% 16.1% 14.4% 14.4% 1.0% 1.0% 18.2% 18.2% 10.1% 10.1% 1.0% 1.0% 10.10% 10.10% these these ghts reserved. 6 Copyright 201 MICROS Systems, Inc. All rights reserved. 2 Copyright Copyright MICROS MICROS Systems, Systems, Inc. Inc. All Inc. All rights All rights rights reserved. reserved

7 Communication The challenges of of how discounting do diners like to receive offers? How One One of should of the the restaurants biggest challenges communicate facing the promotions? the restaurant The industry consumers today is were is the the issue asked: issue of when of discounting. receiving Many offers, restaurants how do you and and like consumers to be communicated have have formed with? a level a level They of of were dependency then given on on discounts a choice over of over options, the the past past of few which few years; they for could for some choose restaurants, as many discounts as they are are wanted. now now a a significant driver of of sales, while while for for consumers discounts can can have have a a major influence on on their their choice of of eating out out destination. According to to the the Peach Report BrandTrack survey from from February 2012, 42% 42% of of consumers and text said said messaging that that discounts were are clearly are very very or most or extremely popular, with important 69% in expressing helping them them a preference decide where for these to to eat*. eat*. methods: Although a a small small number (6%) (6%) said said that that they they would only only dine dine out out if the if the meal meal was was discounted, the the fact fact remains that that almost half half of of the the people eating out out tonight will will decide where to to go go based on on the the availability of of discounts. Electronic, ie , SMS 69.0% Paper/card based 40.20% For For restaurant owners, discounting presents some very very real real challenges. Clearly, discounts have have an an impact on on margins and and profitability, Via which apps has has led led many restaurant groups to to question their their 8.70% sustainability. As As one one of of the the contributors to to the the Business Via social Leaders media Survey carried out out by by Peach Report put put it it 8.90% earlier this this year: year: Other 4.10% As As a a sector we we need need to to start start transitioning from from discounting to to loyalty driving offers. The The level level of of discounting in in the the market is is unsustainable in the the medium term, term, never mind mind the the long long term. * * Men more likely to prefer , SMS, apps and social media Only 6% of men expressed a preference for paper, compared with 44% of women. Men were also more likely to The opportunities of of loyalty prefer apps (11% against 7% of women) and social media (10% against 8%): The The idea idea of of weaning customers off off discounts and and onto onto loyalty-based programmes is is an an interesting one. one. Firstly, it it Male Female provides restaurants with with a a welcome alternative to to ceasing discounts altogether and and risking a a potentially calamitous drop-off in in sales. Secondly, loyalty schemes open open up up opportunities 45.70% for for building 54.0% closer relationships with with the the customer Electronic and and that that i.e. presents , a a SMS wealth of of possible advantages to to a 70.80% a restaurant business: 68.10% Understanding Paper/card customer based needs 5.50% 44.10% Identifying Via and apps and adapting to to changes in in customer preferences 10.50% 7.20% Spotting new new commercial opportunities and and gaps gaps in in the the market Via social media 9.80% 8.20% Gaining a a competitive edge edge Other 4.50%.70% Is Is it it safe to to abandon discounts? A fifth of 18-24s prefer apps while the 65+ wanted or text messages Age Before had a restaurateurs very significant turn turn to impact to loyalty on communication schemes that that can can preferences. deliver the the 19% above of the benefits, a word a group word of said of caution that is they is needed. liked If If receiving the the concept offers of via discounting apps, as did is so so 18% entrenched of the 25-4s. in in the the 16% minds of of of both consumers of these and groups and marketing said that teams social alike, alike, media can can we was we as a as an an good industry channel afford for to to receiving abandon promotions. them? Is Is it safe it Apps safe to to and do do so? social so? media declined as the age of the panellists increased. Some To To help help of the frame trends the the were debate, more MICROS surprising; commissioned paper, for example, some research was least into into what popular what consumers with the want panellists want and and aged expect 65 from from or over. restaurants It was most when popular it it comes with to to the discounts 18-24s, and and 47% promotions. of whom said that they liked receiving paper offers: The The highly respected, twice-yearly Peach Report 25-4 BrandTrack 5-44 asks asks 5, UK UK consumers who who have have 65+ eaten out out in in the the last last 6 6 months about their their preferences. Three questions were were included in the the July July BrandTrack: 11.70% 18.40% 20.40% 16.0% 16.40% 16.90% Electronic, ie There are are many ways ways of 66.50% of receiving 65.20% offers and and promotions, 68.0% which 74.60% do do you you 64.60% prefer? 76.0% , SMS Paper/card based 46.90% 41.20% 4.20% 5.80% 4.80% 1.50% When receiving offers, how how do do you you like like to to be be communicated with? Via apps 18.80% 17.60% 9.10% 5.40% 2.10% 1.20%.. When receiving offers do do you you prefer them them to to be be targeted specifically at at you you or or do do you you like like blanket offers Via social media 15.50% 16.00% 12.00% 5.40%.0% 2.00% that that you you can can share? Other 4.60% 2.90% 4.60%.0% 5.10% 4.00% * Copyright MICROS Systems, Inc. Inc. All All rights rights reserved. 7

8 Table of of contents and SMS and preferred SMS preferred in every in region every region while 14% while in 14% London in London like offers like via offers app via app tronic and SMS and were SMS most were popular most popular in every in region. every region. A massive A massive 75% of 75% the panellists of the panellists in Wales in liked Wales electronic liked electronic... wo-thirds communication The communication The challenges and even of and of discounting in even the region in... the where region it where was least it was popular least popular (Yorkshire (Yorkshire and the and Humber), the Humber), almost almost two-thirds two-thirds... of the The consumers The of opportunities the consumers mentioned of mentioned of loyalty it as... a preference. it as a preference.... Is Is it safe it safe to to abandon discounts?... n nsumer prefer? Apps Loyalty and... Apps social or and or vouchers media social were media which most were offer popular offer most schemes popular 5 in London, in consumer London, with 14% with prefer? and 14% 12%... and opting 12% for opting these for communication these communication 5 5 ffers? dia.... methods. Communication methods. 11% of 11% diners of how diners how the do do North diners in the West North like like 7 to and West to receive East and Midlands offers? East Midlands... also expressed also expressed a preference a preference for social for media. social 7 7 media. ted promotions? Personalised... offers do do consumers prefer 9 targeted promotions? ire and Paper was Paper most was popular most popular in the northern in northern regions, regions, if we exclude if we exclude Scotland; Scotland; 49% of 49% the panellists of the panellists in Yorkshire in Yorkshire and and...11 Conclusions...11 nly 6% of Humberside Humberside liked paper-based liked paper-based promotions, promotions, as did 45% as did in 45% the North in the East North and East 44% and in 44% the North in the West. North Only West. 6% Only of 6% of nagement the South the...11 panellists MICROS the panellists in solutions Scotland in Scotland for liked for promotions paper-based liked paper-based and and loyalty promotions, management promotions, along with along % with of 9% those of in those London in London and 6% and in 6% the South in the South East, although East, although it was least it was popular least popular in the East in the of East England of England (4%): (4%): West Yorkshire East of East of East East London London North North North Scotland Scotland South South South South Wales Wales West West Yorkshire Yorkshire Midlands and the England England Midlands Midlands Humber East East West West East East West West Midlands Midlands and the and the Humber Humber 9.% 8.7% 8.1% 8.1% 7.2% 7.2% 11.8% 11.8% 4.2% 4.2% 12.1% 12.1% 8.8% 8.8% 16.5% 16.5% 8.5% 8.5% 4.8% 4.8% 9.% 9.% 8.7% 8.7% , , 69.5% 64.2% 72.9% 72.9% 69.6% 69.6% 66.4% 66.4% 68.6% 68.6% 72.5% 72.5% 68.% 68.% 68.4% 68.4% 70.% 70.% 74.5% 74.5% 69.5% 69.5% 64.2% 64.2% SMS SMS Paper/card Paper/card 7.9% 48.6%.7%.7% 41.9% 41.9% 9.4% 9.4% 45.% 45.% 44.1% 44.1% 6.1% 6.1% 5.7% 5.7% 4.4% 4.4% 41.8% 41.8% 7.9% 7.9% 48.6% 48.6% based based 8.4% Via apps 6.7% Via apps 11.4% 11.4% 5.4% 5.4% 1.7% 1.7% 8.1% 8.1% 6.9% 6.9% 8.9% 8.9% 8.% 8.% 6.9% 6.9% 10.2% 10.2% 8.4% 8.4% 6.7% 6.7% Via social Via social 7.4% 8.4% 7.2% media media 7.2% 10.8% 10.8% 12.0% 12.0% 4.7% 4.7% 10.9% 10.9% 9.4% 9.4% 9.1% 9.1% 5.1% 5.1% 9.2% 9.2% 7.4% 7.4% 8.4% 8.4%.7% Other.9% Other 4.8% 4.8%.4%.4%.%.% 7.0% 7.0% 4.9% 4.9%.%.%.8%.8% 4.6% 4.6%.1%.1%.7%.7%.9%.9% ghts reserved. 8 Copyright 201 MICROS Systems, Inc. All rights reserved. 2 Copyright Copyright 201 MICROS MICROS Systems, Systems, Inc. All Inc. rights Inc. All All reserved. rights rights reserved

9 Conclusions: The challenges of of discounting Personalised offers do consumers prefer targeted promotions? One One Discounts of of the the and biggest loyalty challenges schemes facing are the both the important restaurant to industry today is is the the issue issue of of discounting. Many restaurants and and today s consumers diners have have formed a level a level of of dependency on on discounts over over the the past past few few years; for for some restaurants, Having established how consumers want to receive offers, they were then asked about the type of promotions discounts are are now now a significant driver of of sales, while while for for consumers discounts can can have have a a major influence on on their their that Restaurants they prefer need to receive: a strategy when and receiving a technology offers suite do you to prefer them to be targeted specifically at you or do you choice of of eating out out destination. According to to the the Peach Report BrandTrack survey from from February 2012, 42% 42% of of like support blanket their offers discounting that you can and share? loyalty requirements, in consumers said said that that discounts are are very very or or extremely important in helping them them decide where to to eat*. eat*. Although a a line with business objectives and customer preferences small small number (6%) (6%) said said that that they they would only only dine dine out out if the if the meal meal was was discounted, the the fact fact remains that that almost half half Overall, personalised promotions (67%) were more popular than blanket offers (41%): of of the the people and SMS eating are out out the tonight preferred will will communication decide where to to tools go go based on on the the availability of of discounts. for promotions in every age group, but nearly a fifth of For For 18-4s restaurant are using owners, social discounting media Personal and apps and presents specific some offers very very real to real suit challenges. you Clearly, 67.4% discounts have have an an impact on on margins A flexible and and communication profitability, which Blanket strategy has has promotions led and led platform many you restaurant are can share groups with to to others question their their 41.0% sustainability. As As one one of of the the contributors needed to to allow to the the restaurants Business Time to Leaders engage specific Survey with the carried out out by by Peach Report put put it 5.0% it earlier this this year: year: customer in their preferred Other medium in a way that is 4.8% measurable As As a a sector by we the we need business need to to start start transitioning from from discounting to to loyalty driving offers. The The level level of of discounting in in the the market is is unsustainable in the the medium term, term, never mind mind the the long long term. * * Targeted offers are preferred by every age group, Women especially more younger likely to diners prefer who targeted are also offers more likely to A breakdown want time specific by gender offers shows that women were slightly more likely to prefer targeted offers, with 70% preferring The opportunities of of loyalty personalisation Managers must compared be given to the 65% tools of to men: analyse customer The The idea idea of of weaning customers off off discounts and and onto onto loyalty-based programmes is is an an interesting one. one. Firstly, it it data and create and execute campaigns that are provides restaurants with with a a welcome alternative to to ceasing discounts altogether and and risking a a potentially targeted to customer preferences, purchase history, Male Female calamitous drop-off in in sales. Secondly, loyalty schemes open open up up opportunities for for building closer relationships and demographics 45.80% 54.20% with with the the customer and and that that presents a a wealth of of possible advantages to to a a restaurant business: Understanding Personal customer and specific needs offers to suit you 65.10% 69.50% Identifying and Blanket and adapting promotions to to changes you in can in share customer with preferences others 42.20% 40.10% MICROS icare - loyalty management made easy Spotting new new Time commercial specific opportunities and and gaps gaps in in the the market 5.40% 4.60% Gaining a a Other competitive edge edge 5.40% 4.0% MICROS icare is a customer relationship solution that provides an easy way to set up and manage loyalty programmes and gift cards. With icare, activities are tracked and controlled from a central database allowing you Personalised Is Is it it safe offers to to abandon preferred by every discounts? age group to recognise your core customers and create promotions and campaigns that improve loyalty and attract new All diners Before age to groups your restaurateurs restaurants. preferred turn turn targeted to to loyalty offers, schemes although that that can they can were deliver most the the popular above benefits, with the a word younger a word of of panellists caution is and needed. If If declined the the concept in popularity of of discounting as the ages is so so go entrenched up in the in in the table the below. minds of of As consumers in the previous and and marketing section, the teams 18-24s alike, alike, were can can we happy we as as an to an receive icare industry is offers more afford than in to any to just abandon form, a CRM; with them? 72% it offers Is Is it saying safe it an safe in to that to house do do targeted so? so? CRM offers system suited supporting them, while loyalty 46% based liked on blanket average offers. spend, 11% of points, the 18-24s and number also expressed of visits, as an well interest as (most in time-specific importantly) offers the ability compared to provide to 1% instant of the rewards 65+ group. based on loyalty spend, To To help help or next frame the time the debate, awards MICROS to incentivise commissioned return visits some in exchange research into for into loyalty. what what This consumers includes want want surprise and and expect and delight from from functionality restaurants which when it offers it comes the to discount to discounts to and the and customer promotions. based on their loyalty status at the point of payment on any MICROS point of sale system these coupons can be applied at point of payment, or printed and used for next 11.60% 18.50% 20.20% 16.40% 16.0% 16.90% visit. The The Each highly customer respected, transaction twice-yearly includes Peach the Report points BrandTrack total earned, asks asks points 5,000 balance UK UK consumers and configurable who who have have text eaten and Personal and out out in in messaging the the last last 6 specific 6 per months loyalty offers about program. their 67.40% their preferences. 72.0% Three 71.00% questions were 71.00% were included 69.60% in the the July July % 2012 BrandTrack: 59.70% to suit you As icare Blanket sits There above are are property, many ways ways each of of program receiving can offers be and tailored and promotions, to be applicable which do do to you you an individual prefer? restaurant or to every promotions store within that a you large can network % 46.20% 40.90% 41.0% 7.20% 40.00% 42.10% When receiving offers, how how do do you you like like to to be be communicated with? share with For more others.. information When receiving on MICROS offers do do icare, you you contact prefer them them 0175 to to be be targeted or specifically mfuksales@micros.com at at you you or or do do you you like like blanket offers Time that that you specific you can can share? 5.00% 10.50% 9.50%.90% 4.20% 2.10% 1.20% Other 4.80% 5.00% 4.50% 4.80%.90% 6.00% 4.90% * Copyright Copyright MICROS MICROS Systems, Systems, Inc. Inc. All All rights All rights reserved. reserved. 11 9

10 Table of of contents Personalised Personalised offers preferred offers preferred in every in region every region Targeted Targeted promotions promotions were again were most again popular most popular in every in region, every region, but particularly but particularly in the North in the East North and East East and East... Midlands. The The Midlands. challenges Londoners Londoners of were of discounting most were likely most... to likely appreciate to appreciate blanket blanket offers that offers they that could they share: could share:... The The opportunities of of loyalty Is Is it safe it safe to to abandon discounts?... nsumer prefer? Loyalty... or or vouchers which offer offer schemes 5 do do consumer prefer? Yorkshire Yorkshire East of East of East East North North North North South South South South West West ffers?... Communication how how do do diners London like like 7 to London to receive offers?... Scotland Scotland Wales Wales 7 7 and the and the England England Midlands Midlands East East West West East East West West Midlands Midlands Humber Humber ted promotions? Personalised... offers do do consumers prefer 9 targeted promotions? Conclusions % 8.0% 7.% 7.% 11.8% 11.8% 4.1% 4.1% 12.0% 12.0% 8.8% 8.8% 16.5% 16.5% 8.6% 8.6% 4.8% 4.8% 9.% nagement Personal...11 MICROS Personal solutions for for promotions and and loyalty management % 8.7% 8.7% and and specific specific 67.7% 67.7% 74.7% 74.7% 66.5% 66.5% 70.2% 70.2% 6.8% 6.8% 64.6% 64.6% 69.0% 69.0% 68.2% 68.2% 66.% 66.% 68.1% 68.1% 65.2% 65.2% offers to offers to suit you suit you Blanket Blanket promotions promotions that you that you 40.9% 40.9% 5.% 5.% 45.9% 45.9%.%.% 45.1% 45.1% 9.8% 9.8% 41.9% 41.9% 8.1% 8.1% 42.9% 42.9% 41.9% 41.9% 8.2% 8.2% can share can share with others with others Time Time 4.% specific specific 4.% 7.% 7.% 5.4% 5.4%.6%.6% 5.% 5.% 5.5% 5.5% 2.9% 2.9%.4%.4% 7.1% 7.1% 6.8% 6.8% 5.1% 5.1% Other Other 6.7% 6.7%.%.% 4.5% 4.5% 6.0% 6.0% 5.% 5.% 5.5% 5.5% 4.7% 4.7% 4.0% 4.0% 6.1% 6.1%.7%.7% 4.5% 4.5% ghts reserved Copyright 201 MICROS Systems, Inc. All rights reserved. 2 Copyright MICROS Systems, Inc. Inc. All All rights rights reserved. 2 2

11 Conclusions: The challenges of of discounting One One Discounts of of the the and biggest loyalty challenges schemes facing are the both the important restaurant to industry today is is the the issue issue of of discounting. Many restaurants and and today s consumers diners have have formed a level a level of of dependency on on discounts over over the the past past few few years; for for some restaurants, discounts are are now now a significant driver of of sales, while while for for consumers discounts can can have have a a major influence on on their their Restaurants need a strategy and a technology suite to choice of of eating out out destination. According to to the the Peach Report BrandTrack survey from from February 2012, 42% 42% of of support their discounting and loyalty requirements, in consumers said said that that discounts are are very very or or extremely important in helping them them decide where to to eat*. eat*. Although a a line with business objectives and customer preferences small small number (6%) (6%) said said that that they they would only only dine dine out out if the if the meal meal was was discounted, the the fact fact remains that that almost half half of of the the people and SMS eating are out out the tonight preferred will will communication decide where to to tools go go based on on the the availability of of discounts. for promotions in every age group, but nearly a fifth of For For 18-4s restaurant are using owners, social discounting media and apps presents some very very real real challenges. Clearly, discounts have have an an impact on on margins A flexible and and communication profitability, which strategy has has led and led platform many restaurant are groups to to question their their sustainability. As As one one of of the the contributors needed to to allow to the the restaurants Business to Leaders engage Survey with the carried out out by by Peach Report put put it it earlier this this year: year: customer in their preferred medium in a way that is measurable As As a a sector by we the we need business need to to start start transitioning from from discounting to to loyalty driving offers. The The level level of of discounting in in the the market is is unsustainable in the the medium term, term, never mind mind the the long long term. * * Targeted offers are preferred by every age group, especially younger diners who are also more likely to want time specific offers The opportunities of of loyalty Managers must be given the tools to analyse customer The The idea idea of of weaning customers off off discounts and and onto onto loyalty-based programmes is is an an interesting one. one. Firstly, it it data and create and execute campaigns that are provides restaurants with with a a welcome alternative to to ceasing discounts altogether and and risking a a potentially targeted to customer preferences, purchase history, calamitous drop-off in in sales. Secondly, loyalty schemes open open up up opportunities for for building closer relationships and demographics with with the the customer and and that that presents a a wealth of of possible advantages to to a a restaurant business: Understanding customer needs Identifying and and adapting to to changes in in customer preferences MICROS Spotting icare new new - commercial loyalty opportunities management and and gaps gaps in in the made the market easy Gaining a a competitive edge edge MICROS icare is a customer relationship solution that provides an easy way to set up and manage loyalty programmes and gift cards. With icare, activities are tracked and controlled from a central database allowing you to Is Is recognise it it safe your to to core abandon customers and discounts? create promotions and campaigns that improve loyalty and attract new diners Before to your restaurateurs restaurants. turn turn to to loyalty schemes that that can can deliver the the above benefits, a word a word of of caution is is needed. If If the the concept of of discounting is so so entrenched in in the the minds of of consumers and and marketing teams alike, alike, can can we we as as an an icare industry is more afford than to to just abandon a CRM; them? it offers Is Is it safe it an safe in to to house do do so? so? CRM system supporting loyalty based on average spend, points, and number of visits, as well as (most importantly) the ability to provide instant rewards based on loyalty spend, To To help help or next frame the time the debate, awards MICROS to incentivise commissioned return visits some in exchange research into for into loyalty. what what This consumers includes want want surprise and and expect and delight from from functionality restaurants which when it offers it comes the to discount to discounts to and the and customer promotions. based on their loyalty status at the point of payment on any MICROS point of sale system these coupons can be applied at point of payment, or printed and used for next visit. The The Each highly customer respected, transaction twice-yearly includes Peach the Report points BrandTrack total earned, asks asks points 5,000 balance UK UK consumers and configurable who who have have text eaten and out out in in messaging the the last last 6 6 per months loyalty about program. their their preferences. Three questions were were included in the the July July BrandTrack: As icare sits There above are are property, many ways ways each of of program receiving can offers be and tailored and promotions, to be applicable which do do to you you an individual prefer? restaurant or to every store within a large network When receiving offers, how how do do you you like like to to be be communicated with? For more.. information When receiving on MICROS offers do do icare, you you contact prefer them them 0175 to to be be targeted or specifically mfuksales@micros.com at at you you or or do do you you like like blanket offers that that you you can can share? * Copyright Copyright MICROS MICROS Systems, Systems, Inc. Inc. All All rights All rights reserved. reserved. 11

12 Table of of contents The The challenges of of discounting... The The opportunities of of loyalty... Is Is it safe it safe to to abandon discounts?... Loyalty or or vouchers which offer offer schemes do do consumer prefer? Communication how how do do diners like like to to receive offers? Personalised offers do do consumers prefer targeted promotions? Conclusions...11 MICROS solutions for for promotions and and loyalty management...11 Find out more about how MICROS can help you grow Contact us for more information on this research or to discuss how MICROS can help you and your business. mfuksales@micros.com About MICROS MICROS is the world s leading developer of applications for the hospitality and retail industries. We deliver solutions for hotels, restaurants, conference centres, retail, stadiums, theme parks, casinos, golf courses, spas, theatres and cruise ships, helping our customers to grow their businesses. We offer a wide range of integrated software, hardware and business technology solutions and services, all delivered with specialist expertise. Working with you, we help to optimise your operation and increase profits by providing your guests with a personalised service. MICROS Systems UK Ltd 6-8 The Grove Slough Berkshire SL1 1QP Great Britain Phone: +44 (0) mfuksales@micros.com micros, micros-fidelio and micros-retail are registered trademarks of MICROS Systems, Inc. Certain product and company names appearing here may be the trademarks or service marks owned and/or registered by third parties. All other product and brand names are the property of their respective owners. Copyright 201 MICROS Systems, Inc. All rights reserved. Copyright 201 MICROS Systems, Inc. Inc. All All All rights reserved. 212