As consumers demand more value for their money and change their behavior in response to price increases, restaurant marketing strategies must adapt to compete. Our newly updated eBook, “A Restaurant Marketer’s Guide to Targeting the Rural Consumer,” offers consumer insights and marketing strategies to consistently drive traffic and acquire customers in an increasingly competitive landscape.
In rural markets across America, 62% of consumers have noticed price increases in dining out1 over the past year. In response to price increases, 28% of these consumers are using coupons more, and 20% are doing more comparative shopping with advertising inserts1.
Even with higher inflation and slower return to normal, restaurants can continue to win at the cash register by offering their diners more value for their dollars. Brands that understand the new consumer value equation can create preference and steal share.
Did you know?
50% of consumers surveyed said rising prices are causing them to be less brand loyal.1
While inflation leveled off to 3.5% in March 2024, after reaching a peak of 9.1% in June 2022, wages have not caught up yet, and consumers remain unhappy with price increases. Consumers continue to prioritize value for their money above any single restaurant preference.1 This creates a restaurant marketing opportunity for QSR and pizza brands to emphasize value in their campaigns to create preference among consumers and increase their share of loyal customers.
Source: Prosper 2024
Value Is Most Important to Consumers Across All Markets
Customers consistently prioritize value, shopping menu prices for the best deal, a trend that started in 2020 and continued into 2024.2
Shared Mail Is the Secret Ingredient That Drives Restaurant Trial
Engage value-seeking diners with a restaurant marketing strategy that prioritizes deals and offers that will prompt action. 68% of consumers who received advertising mail from restaurants tried a new restaurant over the past year3.
Source: USPS Mail Moments 2024
Shared Mail Is a Digital On-Ramp
53% of consumers who receive advertising mail report they visit the brand’s website. This is particularly true among the important Gen Z group with 67% going online3.
Extend the reach and response of your restaurant marketing campaigns with digital ads. Digital marketing helps you achieve consistent brand delivery across media channels and platforms, which can increase revenue by 23% on average4. A marketing strategy that drives results for your business is capable of pinpoint targeting your best potential customers while evaluating performance, optimizing campaigns, and measuring results. Learn more about digital advertising solutions, including OTT/CTV, digital display, and more.
Download our eBook for more tips and insights to acquire customers and drive traffic to your restaurant. Click “get started” below to be connected with a specialist to discuss your restaurant marketing goals.
Sources: Prosper 20241; The New Value Equation at Restaurants,” Nation’s Restaurant News, May 20242; USPS Mail Moments 20243; 3 Reasons Why Brand Consistency Should Be Top Priority, advertisingweek.com4