The last two years have seen an explosion in the use of vouchers, estimates putting savings to the consumer to date as high as £1 billion. However as adoption by restaurant chains and independents reaches saturation marketeers are looking for new strategies to help them rise above this new levelling of the playing field.

Sausage & Mash Cafe is a small City based chain of 5 restaurants offering traditional fare with a twist. Customers are made up of city workers and tourists. The business has experienced the benefits of voucher generated revenue but as Marketing Manager Judy Elvey reveals the smart money is to be found through location based advertising and voucher delivery with an eye kept firmly on the increasing importance of mobile phones.

Judy Elvey says “The internet has been significant in changing the way people select restaurants, the quick ability to search a broad number of options should provide smaller players with greater visibility but you have to make sure that you have explored every tactical opportunity. Vouchers are a given in our industry but we have recently seen a shift from customers producing paper vouchers to displaying vouchers on their phones. Increasingly our customers are making choices from apps on their handsets. It is important that you look at your customer mix – ours are young with lots of City ‘boys with toys’ using their mobile phone for information is second nature. A voucher delivery service like Geocast which recognises where they are and then serves up a relevant offer is clearly a more elegant way to appeal to our diners. We track the impact of this form of promotion and it currently accounts for 11% of our business.

The last two years have seen an explosion in the use of vouchers, estimates putting savings to the consumer to date as high as £1 billion. However as adoption by restaurant chains and independents reaches saturation marketeers are looking for new strategies to help them rise above this new levelling of the playing field. Sausage & Mash Cafe is a small City based chain of 5 restaurants offering traditional fare with a twist. Customers are made up of city workers and tourists. The business has experienced the benefits of voucher generated revenue but as Marketing Manager Judy Elvey reveals the smart money is to be found through location based advertising and voucher delivery with an eye kept firmly on the increasing importance of mobile phones. Judy Elvey says “The internet has been significant in changing the way people select restaurants, the quick ability to search a broad number of options should provide smaller players with greater visibility but you have to make sure that you have explored every tactical opportunity.

Vouchers are a given in our industry but we have recently seen a shift from customers producing paper vouchers to displaying vouchers on their phones. Increasingly our customers are making choices from apps on their handsets. It is important that you look at your customer mix – ours are young with lots of City ‘boys with toys’ using their mobile phone for information is second nature. A voucher delivery service like Geocast which recognises where they are and then serves up a relevant offer is clearly a more elegant way to appeal to our diners. We track the impact of this form of promotion and it currently accounts for 11% of our business.