Young people and Londoners are 'most hooked' on restaurant discount vouchers

30/04/2012 - 00:00
More than two in five consumers rate vouchers as very or extremely important when deciding where to go out to eat - and the number is still rising.

Those are among the key findings from new and exclusive research into voucher use in restaurants and pubs from Peach BrandTrack. The 42% of consumers who place such high importance on vouchers equates to some 15 million adults among the UK's eating-out population - and the survey uncovered a hard-core of voucher addicts: 6% of the population who use them every time they eat out. Peach BrandTrack's survey, which was carried out among 2,000 GB adults in February this year, reveals more insights into voucher use, including: Women use vouchers most. Nearly half (46%) say vouchers are very or extremely important—compared to just over a third (38%) of men. Young people are most hooked. More than half (55%) of 25 to 34 year-olds give vouchers high importance—compared to just 26% of those aged 65 or over. London is a voucher hotbed. Half (51%) of Londoners rate vouchers as very or extremely important. Scotland (33%) ranks lowest by region. Voucher websites are here to stay. Over half (56%) use them, with Voucher Codes, Discount Vouchers and GroupOn the most popular. Voucher users love pizza brands. The three brands whose customers are most likely to say vouchers are very or extremely important to their eating-out decisions are Zizzi, ASK and Prezzo. The survey also reveals that one in seven people has increased their use of vouchers over the last six months, compared to just one in 14 who has cut it. But those increasing their use have tended to eat out more, indicating that vouchers are helping to shore up pubs and restaurants' footfall in the face of competition from supermarkets—if not necessarily their profit margins. The Peach BrandTrack research, produced by the Peach Factory consultancy, is vital to operators' intelligence—especially since Peach's 2012 Business Leaders Survey, carried out in January, revealed a widespread desire among senior executives in restaurant and pub groups to wean consumers off vouchers and discount deals. Peach Factory chief executive Peter Martin said: "Operators want to move away from vouchers, but this research shows they have their work cut out. Consumers are now very savvy about their vouchers, and brands will have to be just as smart in their marketing if they are to find other ways of driving sales. "Voucher culture is in engrained, and it is not just about finding savings. Hunting down the best deal is a way of life for many. The people using them are not hard-up pensioners but more likely tech-savvy, educated under-35s."

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