Promotions are an integral part of the marketing strategies of businesses throughout the UK’s foodservice industry. From fast-food chains to casual dining restaurants, a wide variety of promotions are leveraged by operators to attract and retain customers.
According to Meaningful Vision’s data, promotional activity has seen a significant uptick in recent years. In the first half of 2024 the number of promotions increased by 25% in QSR, and 13% in casual dining. The delivery sector experienced a more modest 3% growth where promotions are already prevalent with frequent and diverse offers being the norm.
Price promotions continue to dominate the sector, comprising 64% of all in-store promotional activities in casual dining, and 86% in QSR. In the delivery sector, price promotions account for 57% in casual dining and 68% in QSR. The average discount offered by promotions during the first half of 2024 was around 24% in QSR and 22% in casual dining.
In June and July 2024 price promotions remained dominant, with an average discount of 20-25%. This reflects a strategic effort by operators to offset rising prices and maintain affordability for customers.
Special price offers have gained popularity among price promotions, while free delivery has become a more common incentive for delivery orders. Meal deals continue to be a primary focus of promotional offerings.
Summer promotions often tie into sporting events. Greggs offered free rolls during matches, while Domino’s provided free pizza through a cashback partner.
Websites and apps are being used to offer targeted deals to a wider audience. Many chains have implemented loyalty programs and app-based promotions to reward customers and encourage repeat business. This year, free product offers for app sign-ups have surged, accounting for 4% of all promotions, a substantial increase from the previous year.
CEO of Meaningful Vision Maria Vanifatova, highlights the growing trend of using apps for promotions: “More and more companies are using their apps to run promotions, creating additional engagement and helping to build long-term relationships with customers. Additionally, we’re seeing more promotions focused on special occasions, such as breakfast deals at McDonald’s and Greggs, or lunch offers at KFC and Domino’s.”
Full Story is also available on the QSR Media UK professional platform.
