| With the economy attempting to make a | | | | find ways to attract new customers if it is to |
| comeback, looking at how some of the | | | | grow. A coupon offers those potential customers |
| businesses are attempting to do so can be | | | | a chance to try something new with little risk; |
| interesting. One way Outback is doing, it is to not | | | | something consumers welcome. Added to this |
| only revamp its menu with more low-dollar menu | | | | issue is that restaurants are always trying new |
| items, but through coupon sales. Of course, one | | | | things; Outback is also adding fifteen meals for |
| has to wonder if that is price effective. | | | | $15 or less, which can also drive sales, as well as |
| Outback Steakhouse coupons tend to be one of | | | | incorporating more social media into its advertising. |
| the staples of most mail circulars. There are | | | | There is simply no way to track each individual |
| plenty of offers for discounts on various items. | | | | effect. All Outback knows is that it is gaining more |
| The most popular of these items is the onion | | | | customers each quarter, and that means that |
| bloom, which is even featured on its Facebook | | | | something is working, so that's good enough/ |
| page. The coupons usually give a decent discount, | | | | In essence, the way Outback Restaurants |
| sometimes over a dollar per item and the onion | | | | determine the cost of coupons versus the cost |
| bloom is regularly offered as a free item such as | | | | of advertising is to look at their front doors; if |
| the Facebook offer, which offered it free for the | | | | customers still open them regularly, they consider |
| first 500,000 fans. However, there is some | | | | the cost of advertising a good cost. Although the |
| debate as to how effective those offers are | | | | cash registers track coupon sales, it is simply not |
| cost-wise; part of that debate is to how | | | | a statistic that is looked at close enough. It is |
| expensive the coupon campaign is. | | | | definitely not one of the most accurate ways of |
| The problem of course is that although sales are | | | | doing so, but that is because coupons are |
| increasing thanks to coupon sales, there are no | | | | ingrained as the way to do business, so they |
| reliable statistics for how well coupons are driving | | | | simply make sure that they have coupons going. |
| them; Outback, like other companies, does not | | | | They appear to drive people to the door, so they |
| track that information with any reliability. Most | | | | are used; advertising works, so it is used. |
| restaurateurs simply have noticed that | | | | Although more accurate reporting would make for |
| restaurants that do not offer coupons tend to go | | | | a more efficiently run restaurant, and would be |
| out of business quickly. Few actually stay at the | | | | able to determine a more specific expenditure, |
| same restaurant for more than a few months or | | | | this is something that is unlikely to change soon. |
| go to it so rarely, usually for birthdays or other | | | | Until it is, enjoy the same food at a cheaper price. |
| special events. This makes the restaurant need to | | | | |