One of the more positive trends to emerge from the recent recession is the advent of the discount dining culture. Where regular meals out used to be the preserve of the rich, it now seems that restaurants are opening their doors to a new breed of clientele who are only too happy to eat out once or twice a month, if there’s a discount involved.

Research from comparison website Moneysupermarket.com has revealed that restaurant vouchers are now the most popular of all vouchers claimed online, with diners saving an estimated £3bn in the last year alone.

The number of people in the UK eating out using vouchers has increased by 30% in the last year, with more and more restaurants offering discounts online and through loyalty clubs and reward programmes. With the number of people eating out once a month or more also increasing by 11%, it appears that the stigma of using a voucher to help pay for a meal may be a thing of the past. (more…)

With the recent announcement that the UK is heading towards a period of deflation, the worry is that consumer confidence will dip further. The fear of businesses is that the public become even more reluctant to make non-essential purchases, especially when the costs of goods are continuing to fall.

According to the Office for National Statistics, the Consumer Price Index was 3.2 per cent in February 2009, up from 3.0 per cent in January 2009. Retail Prices Index (RPI) inflation slowed to 0.0 per cent in February, down from 0.1 per cent in January.

In an already beleaguered market it’s hard to believe that things can get any worse, as surely people have already changed their spending habits as much as they are willing to or can do? But then in a bid to learn from history we have to look at the unfortunately lengthy deflationary period Japan suffered during the 90s and brace ourselves for what could be a long period of deflated consumer confidence. Ultimately though, only time will show us how it will all pan out, so all businesses can do is optimise every selling opportunity.

The Rocket Marketing Group offers a range of reward programmes developed to help businesses drive repeat business, promote brand loyalty and improve consumer confidence, which are important elements for optimising every selling opportunity in hard times. It is completely free for businesses to be featured in one of the reward programme brochures, websites and seasonal newsletters, when they offer an exclusive discount for club members. Membership numbers for The Rocket Marketing Group’s reward programmes have soared in recent years to an ever growing total of 300,000 people, so there is a large base of customers for businesses to engage with.

The current economic climate is forcing businesses to reduce advertising budgets and find new cost-effective ways of marketing their brand, which reflect and respond to the public’s state of mind. Brand loyalty on the high street has gone out of the sale-stickered window as consumers switch products in response to the latest offers. But loyalty and membership programmes such as The Entertainment Club, are a way in which businesses can turn this behaviour to their advantage. Clients offering discounts through The Entertainment Club include: Cineworld, Blockbuster, HMV, Bowlplex, London Pass, Theatre Tokens and Virgin Experience Days.

So the exciting relaunch of The Entertainment Club is a thrilling prospect for businesses looking for a cost-effective way to market their brand. It essentially targets 18 – 30 year olds but has a much wider appeal, by offering exclusive discounts on CDs, DVDs, magazines, food, wine and beer plus activities such as snowboarding and bowling. There are 7 fantastic new offers included such as 10% off quad biking with Quad Nation, 2 hours for the price of 1 at SNO!zone, 10% off clay pigeon shooting with The Big Shoot and every new member of the club will receive 2 free cinema tickets plus discounts at a wide range of restaurants nationwide.

The new website will give members clear and comprehensive information on new, ongoing and seasonal offers as well as articles about the latest film releases and tips on ways to save money and use the member discounts. Membership numbers have predictably increased in recent years, to an ever growing total of 26,000 members. The fun new website will keep these members in touch with the exclusive and exciting world of entertainment.

Andy Huggins, MD of the Rocket Marketing Group comments: “The Entertainment Club has a great new look and a fantastic website that is as informative as it is fun. There are some amazing new discounts for members, on everything from movies and music to fun, food and drink. And because membership numbers are constantly increasing, then so is the opportunity for businesses to promote themselves, during the harsh economic climate.”

Preview memberships are priced at just £1.99 for 21-days and only £29.99 for a full 12 months. Members can enjoy some really great discounts that beat offers on the high street hands down. Here’s just a sample:

25% Off at Odeon Cinemas – watch all the latest movies!

Free Movies for 6 Weeks with Blockbuster – enjoy the latest hit movies from home.

7% Off at PC World – save on big purchases like a brand new computer, printer, scanner, computer games, software and lots more.

£5 Free Voucher at Firebox – have a bit of fun with a great office toy or gift!

Get 4 Free Beers from The Beer Club of Britain! – enjoy some great ales and premium lagers for a lot less.

15% Off London Pass – Visit Windsor Castle, St Paul’s Cathedral, the London Aquarium and lots more great attractions at a big discount.

The media will have you believe that we’re all sitting at home afraid to spend any money, amid the fear of redundancy and destitution. How true is this? In reality how is the recession really affecting the way people dine? And what can restaurants offer the public to turn the tide?

A recent survey conducted by the business advisory firm Deloitte found that: “Cost reduction is the top priority in 2009 for senior executives in the food and beverage industry.”

Livebookings, a marketing and real-time booking service for restaurants and diners have analysed their UK figures to monitor the amount of discounts used in their restaurants. Below is the table of results.

The amount of people using offers when booking through Livebookings has clearly increased dramatically. These results are echoed through the many things we hear and read in the media, as prudence seems to have become the latest trend, whatever your financial situation. It is clear that restaurants have taken note as there is a noticeable increase in the number of discounts and ‘credit crunch deals’ available. A popular way restaurants have found to channel these discounts, is through a dining club such as The Midweek Dining Club, Top Table, Taste London. The clubs give its foodie members a full directory of restaurants and special member discounts, easily accessible from comprehensive websites. Dining club membership figures have rapidly increased in the last few years and restaurants are recognising them as an essential tool for promoting their brand and combating the public’s reluctance to spend money.

Lawrence Hutter, Global Head of Food and Beverage at Deloitte, said: “The economic downturn has presented food and beverage companies with new challenges. It is impacting how much money consumers spend but also the way in which they spend it. Footfall in discount grocers is rising and many shoppers are trading down.”

Recognising the need for restaurants to promote their businesses in a different way, based on special offers, The Rocket Marketing Group set up and currently operates The Midweek Dining Club. Our clients have found that it is a great way to promote their restaurants by encouraging potential diners to take advantage of some fantastic discounts. With over 25,000 members, restaurant brands are promoted to a vast customer base. The special offers and discounts range from 50% off the food bill to a free bottle of wine. The best thing is that it’s completely free to register a restaurant with The Midweek Dining Club. All restaurants have to do is provide an offer for club members. It is an effective marketing tool especially for independent restaurants that don’t have a large advertising budget. And because we also pride ourselves on excellent customer service, a partnership with us is a happy experience.

So visit The Midweek Dining Club website for a taste of what we do.