TV spots and print coupons are commonplace in the restaurant industry, and consumers are accustomed to—and even prefer—those types of promotions.
In a January 2018 survey by Valassis, the top two channels where US internet users looked for dining offers or new items were mail (42%) and TV (27%). Millennials were the only generation that regularly sought out information via digital channels—38% used mobile and 37% desktops/laptops.
But when asked which channel they preferred, all generations cited mail, with an overall average of 55%.
Parents and millennials—two groups that definitely overlap—were most influenced by mobile. When deciding where to eat, 40% of millennials and 39% of parents said they turn to mobile devices. Additionally, 38% of millennials said mobile promos would entice them to visit a restaurant, while 35% of parents said the same.
Valassis, which offers a direct mail solution, found a strong preference and influence potential for offline advertising. That may be true, but mobile usage while making dining decisions is more common than this study implies.