Coupons and Discounts Drive Traffic

A study conducted by food industry analyst Technomic reveals that price remains a strong motivator for consumers at foodservice establishments.

Despite an improving economy, consumers are looking to save money to offset personal costs of living. This can affect traffic at bakeries, with customers choosing to spend less on indulgent items.

A way for bakeries to combat this trend is to run specials and promotions that encourage customers to make purchases at discounted prices on certain items. Coupons and discounted meals are especially effective, according to Technomic.

The report states that 31% of consumers say they use deal apps and websites. Among those consumers, 43% do so on a weekly basis.

Perception is important for retailers, and consumers are more likely to frequent an establishment if it offers specials. Other important aspects factor into perception.

“Operators will increasingly focus on value that is driven by quality, service, and convenience to meet rising consumer demand,” says Kelly Weikel, director of consumer insights at Technomic. “Highlighting sustainable ingredients can help with quality perceptions, while greeting guests with a smile and thanking them for their visit goes a long way on the service front. As expectations for convenience increase and new technology emerges, offering the right mix of tech-based amenities will be key to enhancing the value proposition.”