What restaurant hasn used coupons at one time or another?
There is no arguing that they work. At least they do what you expect them to do, bring in the customers like crazy. But at what cost? Along with the big boost in sales, coupons bring big problems. Most of the coupons are used by your old customers. Your old and loyal customers who would normally buy your food at regular prices are now buying it at the discount. And there are a lot more old customers than new. The coupon inherently reduces your value proposition. No one who buys one of your pizzas at a discount will want to pay full price for it later, especially if they know that by waiting until they find another coupon, they can buy at the discount again. And how do customers who don’t have coupons feel about someone next to them buying the same thing they are but at a lesser price? Naturally you are going to have some unhappy customers, it’s human nature. Wouldn’t it be nice if you could tempt new customers with coupons which your existing customers couldn’t use? Couldn’t see? Would
