With the UK’s foodservice market currently grappling with rising costs and cautious consumer spending, promotional strategies have become an indispensable tool for restaurants and fast-food brands looking to entice customers. Meaningful Vision’s latest data for Q1 2025 highlights how businesses are employing digital platforms to deliver smarter, sharper, and more focused promotions, offering value to their customers while protecting their own under-fire margins.
Promotional activity has seen a significant surge in recent times. Since 2024, UK restaurants have increased promotional offers by 25% , a growth trajectory that has continued into 2025. The intensity of the competition is particularly evident on delivery platforms, where the number of offers from top chains has almost doubled. This aggressive increase underscores the necessity for brands to stand out in a crowded digital space. While the average discount offered in 2025 across the board was 25%, pizza delivery saw an even higher average discount, increasing from 23% to 27% this year, further confirming the fierce competition within the pizza delivery segment.
A variety of promotional tactics are observed across different channels. In traditional restaurant settings, “Special Price” offers dominate, accounting for 72% of promotions. This tactic allows brands to highlight specific value points directly to either dine-in, or walk-in customers.
In contrast, “Percentage Discounts” are the most common promotional strategy seen on delivery platforms, representing 45% of offers. This aligns with the digital consumer’s expectation for clear, upfront savings. Interestingly, “Free Product” offers, such as “buy-one-get-one-free” (BOGOF) or “spend-and-get” deals, are gaining significant momentum as the fastest-growing types of promotions, in both restaurant (14%), and delivery channels (20%). “Free Delivery” also holds a substantial (19%) share on delivery platforms.
Mobile apps are rapidly emerging as a crucial battleground for promotional efforts. In Q1 2025, 20% of all promotions were run through apps, with a significant 40% of those being reward-based. The average discount offered within apps reached an impressive 32%, substantially higher than discounts seen on delivery platforms. This strategy indicates brands’ willingness to offer greater incentives to attract and retain digital users, fostering stronger and more direct customer relationships. The focus is shifting towards smart, targeted offers that appeal to high-value customers, rather than over-targeting highly price-sensitive consumers.
Co-Founder and CEO of Meaningful Vision, Maria Vanifatova notes: “Promotions are no longer merely about cutting prices; they are strategic tools for engaging consumers. The increasing emphasis on tailored offers, particularly through digital platforms, is a clear indicator that successful brands are prioritising customer retention and loyalty in this dynamic market.”
