The latest MCA analysis has shown 24 out of top 25 branded restaurant chains have active online promotions, with upselling key.
The data shows Wagamama is the only Top 25 brand not to offer any promotions, with Prezzo, Zizzi and Chiquito offering the most, with each listing 12 promotions available. The average number of promotions is seven, with 44% of brands having seven or more.
The analysis points out that operators who are forecast to suffer decline in turnover in 2017 use an average of seven promotions, while operators with sales forecasted to grow by 10% or more use just four on average.
Almost half (47%) of all the promotions come from upselling on menus, with 84% of the top 25 branded restaurants featuring one or more upselling opportunity on their menu. These include adding further toppings to a meal or a drink. The highest instances of upselling were found on Zizzi’s menu, with 10 promotions.
Fixed price set menus are also prevalent across the top 25 brands in the lead-up to Christmas, with 84% including at least one festive fixed price menu.
MCA also expects promotional activity to heighten further in 2018 as trading remains challenging. More brands are using apps to highlight promotions, including Frankie & Benny’s, which offers customers £10 off the next visit when the app is downloaded. The analysis points out that data from apps can be used to better tailor and personalise online offers – something MCA expects to see more of.
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