Today’s restaurants are competing for a shrinking consumer base. Consumers are starting to react to the sticker shock they face when eating out by cutting back on what they order and reducing restaurant occasions by eating meals at home.
Eating meals at home brings its own sticker shock, as cumulative grocery inflation from 2019-2023 rose 23.4%. Consumers have increased their shopping trips 3% while buying 4% fewer items. Although shoppers are spending only 10.5% more, the same basket at today’s prices costs 23.4% when comparing to 2019 prices.
Dining out is being influenced by a need for value as customers look for ways to spend less in a recovering economy. Even your most loyal customers are at risk and may be willing to settle on their second choice based on perceived value for the price paid.
23.5% Cumulative Inflation 2019-231
The cumulative impact of high inflation over the past four years is contributing to sticker shock among restaurant consumers and is having a negative impact on revenue.
18.5% No Preference2
1 in 5 consumers report they do not have a preferred restaurant brand which translates to an absence of brand loyalty.
18.4% Traffic Decline 2023 Over 20193
The result of these two factors is contributing to negative traffic over the industry peak in 2019.
Improve Your Restaurant Marketing ROI with Integrated Media
Multi-channel restaurant marketing campaigns ensure consistent delivery of your message across media channels. Give your restaurant an edge over the competition with an integrated Shared Mail + CTV Broad solution.
For restaurant diners in the rural markets Mspark serves, 64% of media influence on dining-out purchases comes from print and digital channels combined.4
Expand Awareness with CTV Broad
CTV Broad places your :15 or :30 second television commercial in front of a broad audience of your most likely consumers. Awareness is generated prior to and throughout the life of your shared mail campaign, lifting response rates.
- CTV Broad is a cost-effective solution that complements your linear TV buys.
- Uses a Broad Targeting Approach (age, gender, income)
- Campaigns optimized to deliver impressions in zip codes skewed toward:
- Select Demographics
- CTV Users
Reduce Sticker Shock by Activating the Right Consumers with Shared Mail
Consumers are more carefully planning their purchases and looking for value in every transaction. Shared Mail delivers value in a format that consumers of all generations appreciate and respond to when making restaurant purchases.
- Nearly 70% of consumers surveyed tried a new restaurant after receiving marketing mail.5
- 74% of marketers say direct mail delivers the highest response, conversion rate, and ROI of any channel used.6
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Sources: BLS, Historical Year End CPI – 2019-20231; Prosper Insights & Analytics, Monthly Survey – February 20242; Circana, 2023 Restaurant Traffic, January 20243; Prosper Insights & Analytics 20234; USPS Mail Moments 20235; Porch/LOB 20236