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Survey Says: Upscale Restaurateurs Can Offer Promotions Without Sacrificing Reputation

Monday, December 20, 2004 - 03:25

Tis the season for restaurateurs ... the busy season, that is. That's because many consumers spend much of the month of December eating, drinking and being merry as they converge at upscale restaurants for holiday parties, family dinners and cocktails with friends. And while diners are nibbling away, many restaurant owners are enjoying their most profitable month of the year.

But then January and February arrive, the two months that restaurants commonly report to be the slowest of the year. It's during this time that many dining establishments begin running promotions, offering special rewards to loyal customers and enticing new customers to give the place a try. But for those who operate upscale and fine-dine restaurants, the decision to run a promotion can be a struggle for those who believe that offering special deals to customers may negatively impact their images.

Not so, shows a survey released by Entertainment Publications, the industry leader in consumer savings and merchant promotions. Results of the study, conducted by an independent research firm, show that a whopping 98% of over 500 consumers surveyed say that their impression of an upscale restaurant that offers special savings either stays the same or increases when the establishment provides an offer through the Entertainment® Book.

Yosi Heber, chief marketing officer of Entertainment Publications said this figure confirms that providing special promotions can be a strong marketing tool for even the finest of restaurants.

"The survey supports the notion that that we all love a deal, and that extends to opportunities that allow us to get out and try that hot new restaurant or treat ourselves to someplace elegant or romantic," he said. "And, so long as restaurateurs promote themselves in a way that aligns with their business image and treats the customers well, diners are still going to think highly of the establishment and come back again."

In fact, 85% of those surveyed said that, if they tried a new restaurant with an introductory offer and enjoyed it, they would return again without one.

"Certainly, every restaurateur would love to be busy seven nights a week, 52 weeks a year," added Heber. "But the reality is that most establishments have slow periods -- often after the New Year -- and this survey shows that it makes great business sense to attract diners by offering them a special promotion."

About Entertainment Publications

Headquartered in Troy, Mich., Entertainment Publications is the industry leader in consumer savings and merchant promotions. The company is best known for the popular Entertainment® Book and its industry leading website, http://www.entertainment.com/ . These products comprise a membership savings package that offers consumers 50% savings on the things they do every day -- from dining out to movies to grocery shopping to car repairs -- and up to 70% off at nearly 10,000 hotels worldwide. More than eight million memberships are sold annually.

Founded in Detroit, Mich., in 1962, Entertainment Publications has expanded to serve more than 160 major markets and does business with approximately 65,000 local merchants and national retailers representing 215,000 North American locations.

Entertainment Publications is a part of IAC Local and Media Services, an operating business of IAC/InterActiveCorp (NASDAQ: IACI).

SOURCE: Entertainment Publications

CONTACT: Yosi Heber of Entertainment Publications, +1-248-404-1306,
yheber@entertainment.com

Web site: http://www.entertainment.com/

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