Running a restaurant means constantly finding new ways to fill your tables. While word-of-mouth and regular customers form the backbone of your business, strategic offers and promotions can bring fresh faces through your door.
But here's the thing: not all promotions are created equal. A poorly planned discount might fill seats but hurt your profit margins. On the other hand, a well-crafted offer can attract new diners, boost revenue and encourage repeat visits.
The difference between a successful offer and one that hurts your bottom line often comes down to a few key elements.
The best offers target specific periods when you need them most. Focus on times when extra customers would genuinely help your business.
Consider quiet periods like Monday and Tuesday evenings or the lull between lunch and dinner service. For example:
Apart from recurring offers to tackle quiet periods, seasonal occasions and special events create natural opportunities for targeted promotions.
Download our restaurant promotion calendar. It outlines key dates and special occasions in the UK from June 2025 to May 2026, helping you map out your promotional strategy in advance.
Your diners need to immediately understand what they're getting and why it's worth their time. The headline should be simple and direct – whether it’s ‘50% off mains on Mondays’ or ‘Free dessert with any main course’ – the benefit should be obvious at first glance.
With our Special Offers feature, you can create and showcase offers on your Quandoo profile.
Use the dedicated price field to include the pricing information and the description section to add any important details like ‘Excludes premium steaks’ or ‘Offer requires a minimum of two diners per booking’.
Your offers appear prominently on your profile, making them visible to diners looking to make a booking, with the headline grabbing attention and the specifics clearly explained below.
3. Complimentary add-ons vs discounts
While discounts can be effective, they're not your only option. Consider offering something extra instead of slashing prices, as this protects your pricing while creating higher perceived value.
For example, offering a complimentary bread and olives platter, a glass of wine, or dessert often feels more generous than 10% off the bill, even when the discount might be worth more. Add-ons maintain your price integrity and often encourage customers to order additional items.
When you do use discounts, be tactical about it. Instead of blanket percentage reductions, try offers like ‘Second main course half price’ or 'Buy two pizzas, get the third free'. These approaches protect your margins while still providing clear value to diners.
Simple offers are easier to understand, promote and implement. Complicated offers with multiple conditions confuse customers and create friction. Compare these two offers:
When customers have to decode complex terms and conditions, they're more likely to abandon their decision or feel frustrated if they misunderstand the requirements.
The best promotions can run consistently without damaging your profitability. Instead of constantly changing deals that confuse customers and strain your operations, focus on establishing recurring offers that become part of your restaurant's identity.
Examples:
Long-term promotions also build operational efficiency. Your staff becomes familiar with the offers, your kitchen can plan accordingly, and your marketing becomes more consistent.
Customers know what to expect and when, making it easier for them to plan visits around your offers. When done right, these promotions become the reason diners choose you over the competition, building loyalty that lasts.
The smartest offers focus on items that cost you little but feel valuable to your customers. This lets you create promotions that don’t eat into your profit margins.
Start by identifying menu items with the highest profit margins in your kitchen. Bread, simple appetisers, house-made desserts and certain beverages often cost little but carry significant perceived value.
Here are some high-impact, low-cost options:
Creating effective restaurant offers takes strategy, but implementing them shouldn't be complicated.
Our Special Offers feature lets you showcase your promotions prominently on your restaurant profile. You can add clear descriptions, pricing information and important details – all displayed in a format that's easy for diners to understand and book.
So, join Quandoo for Restaurants today and launch offers that will fill your tables and build lasting loyalty.