Auckland Restaurants Utilise Vouchers to Up Sales
30 November 2009
Auckland restaurants are increasingly using vouchers as a popular marketing tool to drive sales and draw in customers over the summer period.
With the festive season looming, restaurants are utilising them as a way to attract recession affected consumers hesitant to dine out at a time traditionally known for increased patronage.
Nick Broad, Manager of Bricklane Restaurant and Bar, says the recent economic climate has been hard on the hospitality industry.
“In tough financial times, one of the first luxuries consumers tend to forgo is dining out. Because they choose to eat at home instead, it can cause many restaurants to struggle,” he says.
Vouchers offering savings such as ‘buy one, get one free’ or ’25 percent off’ are an effective way to attract budget conscious Kiwi’s concerned at the escalating costs involved with Christmas and socialising over summer.
Creative Force Media, a New Zealand owned publishing company, has recently launched a new Auckland Dining Guide designed to make eating out more affordable.
The voucher book features almost 50 top restaurants around the city and offers great savings including a free bottle of wine, a free main meal and 25 percent off the total bill.
Adam Morris, Director of Creative Force Media, says the idea for the dining guide came after noticing a gap in the market for a voucher book tailored with only fine dining options in mind and targeted towards a more younger market.
“Not only did we see this as a potential business venture but we also saw the opportunity to support local restaurants in what has been an especially hard time for small businesses,” he says. “All of the restaurants that have come on board have been extremely receptive and are excited about the potential it has to increase numbers coming through their doors.”
Broad says having his restaurant featured in the Restaurant Value Book offers them a powerful way to create new relationships with patrons.
“Our voucher offer of a free bottle of wine works well because it helps to attract new customers. It also encourages them to stay longer and they often end up ordering dessert too which is great for us at the end of the day.”
Morris says it often used to be senior citizens or thrifty savers who were clipping coupons out of the paper to save money but now everyone from families to students and even higher-earning couples are making the most of them.
“The Restaurant Value Book pays for itself after just one voucher redemption so it’s really a 'no-brainer' investment to make, especially at a time when everyone is watching their bank balance closely,” he says.
The Restaurant Value Book also serves as a fundraising tool for schools, work social clubs, sports clubs and other community fundraising groups who receive a generous percentage of each sale compared to similar products.
“From the outset, we wanted to use the voucher book as way to help the local community,” says Morris.
“As a small business ourselves, we know how important it is to get the support from the people around you and we see this as a great way to give back to those who need it.”
The Restaurant Value Book can be purchased online at http://www.restaurantvaluebook.com, or from any major book retailer and select supermarkets.