A report recently released by Technomic contains some very interesting data relating to daily deal behavior in the restaurant vertical. Contrary to some opinions in the blogosphere, the report shows that daily deals are in fact beneficial to restaurants, a viewpoint that opposes the theory that daily deal users are ‘bargain hunters’ that never become repeat purchasers. Daily deal users in fact often return to restaurants as repeat-buyers, and tell people in their social circle about their experiences.
Here are some interesting points from the report:
- 48 percent of deal buyers used the coupon at a restaurant they have not yet visited, and 25 percent used it at a restaurant they have only visited once before.
- 67 percent later returned to the restaurant without a daily deal.
- 83 percent recommended the restaurant to family and/or friends.
- 34 percent posted a review of the restaurant on a site such as Yelp or Zagat, and 25 percent wrote about the restaurant on their Facebook page.