To succeed in the foodservice industry, you first need to entice a customer. There are many ways to do this, one of which is to offer some (ideally, financial) benefit to potential customers. This is why food truck operators shouldn't be reluctant to use promotional methods like coupons. Their careful use would not only draw in buyers but also turn them into regulars.
What are coupons and why are they useful?
Coupons, in a nutshell, are discounts for purchases that can be used either online or on paper. This is a great way to make more money by luring in new customers and keeping existing ones. When offering a coupon, the business owner must determine the total value of the discount and the length of time the discount is in effect. This gives him or her complete control of the goods he or she has on sale. The coupons can increase sales of a certain menu item that was initially believed to be undersold.
How to give out coupons?
For the discount to work, the customer must “access” it first. Adding discounts to menu items is a great move, as consumers who have tasted the food and found it satisfactory would seek your service again later on. If you're giving out coupons in electronic form, it's safe to post them on your website or Facebook page, where more people can see them. Discounts can even be sent by email or text, provided that customers agree to their data being processed for marketing purposes. Since the customer will get a relevant notification right away, the food truck owner can rest assured the discount won't go unnoticed.
Coupon as an award
As your business moves into later stages, coupons can be used as a prize in all sorts of contests and competitions. They do not have to be run by the owner. It's a good idea to start collaborating with venues from other industries (like music clubs) or food bloggers, as they usually have a bigger audience than a food truck Facebook page, allowing your contest to reach more people.
Financial overview and calculation of the discount
A relevant rundown of the number of coupons to be produced, the target consumer demographic, the length of the promotional campaign, and, most importantly, the discount rate should all be calculated prior to launching a discount campaign. Try dividing the discounts into pools. Start with a limited amount and a big discount (or vice versa) to see how much interest it generates. To achieve the best result, you are free to adjust the number and rate of the discount when planning the next pool.
Risks and downsides
For starters, you should not hold promotional campaigns too often. Customers can quickly get used to them and end up buying only when there are discounts. In such cases, a minor revolution in the menu or other means of customer acquisition should be considered. Another risk is that of the “bargain hunter”, a very common type of customer who only eats at establishments that are having special offers at the moment. This customer won't frequent your food truck since he will be distracted by another food truck or restaurant after redeeming his coupon.
Food trucks are gaining popularity, which justifies a thorough marketing strategy. And it has also been shown that conventional approaches are the most effective. Well-prepared coupons can undoubtedly attract interest to your food truck, pulling in more customers than rival establishments.
