A recent question I got while speaking to a private group of restaurant owners for Performance Food Group was: “How can I use coupons on the front end of my marketing to attract customers?”

This is a question I love, because it shows me the restaurant owner is looking for solutions to acquire new customers.  But more importantly, they are willing to invest in acquiring new customers.

Unfortunately, too many restaurants think that “word of mouth” will build their business and new people will magically appear every day.  We all wish that were the truth, BUT IT’S NOT!  You must, MUST, have a strategy running every day that is not only gaining the attention of new customers, but also getting them to give you their contact information to add to your restaurants customer database.

So back to the question, how would I suggest they use coupons to attract customers.

Short answer, I wouldn’t.

Coupons SUCK!  They brand your restaurant wrong and send the exact opposite message you want to send, that YOU’RE FOR SALE!  Meaning, you’re willing to pay them to eat at your restaurant one time and if you’ll do it once, you’ll do it many more times.

Offers on the other hand, RULE!  And an OFFER is exactly what you should be using on the front end of your marketing to attract new customers.  

“But Matt, what’s the difference between a coupon and offer?”

A coupon is a discount.

An offer is something for FREE that comes with strings attached, and those strings are for the exchange of said offer for THEIR contact information.  You’re horse trading.  Here’s a free burger, but first what’s your name, email, cell phone number and birthday. 

Now tomorrow we’ll dig into why you shouldn’t send your best customers coupons either.  You should send them REWARDS and incentives…WORDS MATTER MY FRIENDS.