In our last article, we had fun sharing 10 Sports Marketing Ideas for Pizza Restaurants to SCORE This Football Season. Leading our list was game day discounts—the simplest marketing promotion to try. Pizza coupons and deals are so common that it’s hard to imagine any pizza restaurant owner not using them. But that doesn’t mean this promotional method should be approached lightly and without thought. We believe that when you own a business, careful strategy should go into everything you do. That’s why we’re excited to bring you a new series to help you maximize the impact of pizza discounts, deals, and coupons in your pizzeria. In it, we’ll cover:
- Why pizza discounts work and the advantages of these types of promotions
- Best practices for your pizza coupon marketing strategy
- Types of pizza deals to run in your pizza restaurant
- Effective ways to promote your pizza specials
Our first topic is why discounts work (including paper coupons and pizza coupon codes). We want you to understand the statistical and psychological reasons discounts and specials should be part of your marketing. Once you know the data-based reasons behind these promotions, you’ll understand why you should use them (and you’ll be eager to do so!).
6 Research-Based Reasons Why Pizza Coupons & Discounts Work
If you ask any pizza restaurant owner why they use coupons, you might get a response like, “Customers love discounts.” Or you may get an answer that mentions the competition, for example, “All the other pizza restaurants offer discounts, so I have to do it too.” While these answers are technically correct, the research behind pizza discounts goes much deeper than that. Let’s explore it below.
1. People love to use coupons.
The most basic reason why discounts, coupons, and pizza coupon codes work is that people use them. There is something irresistible about paying less for the items we purchase, and pizza is no exception. Overall, 77 percent of consumers say they use coupons at restaurants.
2. Coupons bring new customers in the door.
While it’s a wonderful idea to reward loyalty with discounts (and we’ll get to that shortly!), pizza coupons are incredibly effective in enticing new customers to try out your pizza restaurant. In fact, research by Valassis found that coupons have persuaded 60 percent of consumers to try a new product. After all, getting them in the door the first time is the necessary first step to creating loyal, repeat customers.
3. Discounts make customers happy.
Chances are you’ve used coupons, so you can easily agree with this statement. But did you know that it is backed up by science? In a famous study, psychologists found that coupon usage can bring about neurophysiological changes, including an increase in oxytocin (the feel-good hormone) and a decrease in adrenocorticotropin (a stress hormone). Not only do pizza discounts make your customers happy, but they will also associate these positive emotions with your pizzeria in the future.
4. Coupons can trigger impulse purchases.
While sometimes ordering pizza is a planned event, many times it’s a spur-of-the-moment decision. You know how it works. Maybe it’s been a long day, and you don’t feel like cooking. Or perhaps you see something on television and then suddenly crave pizza. At times like these, the customer may decide to order out, and if your pizzeria offers a great pizza discount, they may choose your business. Research from Valassis found that coupons have triggered 59 percent of people to buy something not on their list and have caused 54 percent of people to make an impulse purchase.
5. Discounts can produce loyalty.
Regularly offering discounts can help build your base of loyal customers, and one of the best ways to do this is through a customer loyalty program. According to research from Invesp, 57.4 percent of consumers join a loyalty program to save money, and 37.5 percent do so for rewards. This indicates that you’ll get more sign-ups and repeat customers if you offer pizza discounts through your loyalty program.
6. Coupons allow you to connect with your customers.
According to recent post-pandemic research, 43 percent of consumers say that saving money gives them a feeling of satisfaction. Sarah O’Grady, Senior Director of Brand Marketing at Vericast (the firm that conducted this research), says that brands can use this sentiment to connect more deeply with customers. “Now more than ever, consumers are placing an increased value on discounts and savings as they look to return to normalcy. Brands that take advantage of this sentiment will connect more deeply with consumers and maximize their brand visibility.”
4 Extra Advantages of Using Coupons and Pizza Coupon Codes
The research above points to many good reasons to use discounts, coupons, and pizza coupon codes in your pizzeria. However, here are some extra advantages to consider.
- Low Upfront Cost: There are few costs associated with a pizza discount or coupon. Just select your promotions carefully to minimize losses after the coupons are redeemed.
- Tracking Is Easy: With a POS system, you can easily track how your pizza coupons are performing, how much money the discounts cost you, and if your specials drive more traffic to your restaurant.
- Potential for Upselling: Once a coupon brings a customer in, you can use upselling to compensate for the discount they receive. Trained servers can suggest extras that bring up the price of the check.
- Website Traffic: According to Statistica, restaurant coupons are the second most searched online coupon category. Including pizza coupon codes on your website could drive website traffic, then you can use the opportunity to grow your email list, promote new products, and more.
Time to Get Strategic About Using Pizza Discounts
The research is clear—pizza coupons and discounts bring new customers in the door, promote loyalty, and increase sales. But before you dive in, it’s important to plan your promotions strategically. Our next article will review the potential disadvantages of coupons and discounts and discuss best practices to create a successful coupon marketing strategy. See you then!
