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Minding your Ts and Cs: How do rate fences affect restaurant deal promotion outcomes?

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Journal of Revenue and Pricing Management Aims and scope

Abstract

Daily deals are a web channel where suppliers offer promotions, with deals varying in their terms and conditions (Ts and Cs), their popularity with customers, and the revenue they generate. Using data from 200 deals from the United States and New Zealand, we examine the terms and conditions commonly used by restaurants and their association with promotion outcomes. While restrictions risk reducing a deal’s appeal, shorter redemption periods, new customer restrictions, and time restrictions were found to improve outcomes in particular settings. Booking restrictions and menu restrictions were found to have negative impacts on deal outcomes. Findings offer practical guidance for restaurants on how to configure deals for a successful campaign.

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Authors and Affiliations

  1. Department of Accounting and Finance, The University of Auckland Business School, The University of Auckland, Owen G Glenn Building, 12 Grafton Road, Private Bag 92019, Auckland, 1142, New Zealand

    Frederick Ng, Claire Cui & Julie Harrison

Authors
  1. Frederick Ng
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  2. Claire Cui
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  3. Julie Harrison
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Correspondence to Frederick Ng.

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Ng, F., Cui, C. & Harrison, J. Minding your Ts and Cs: How do rate fences affect restaurant deal promotion outcomes?. J Revenue Pricing Manag 17, 166–181 (2018). https://doi.org/10.1057/s41272-017-0111-3

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  • DOI: https://doi.org/10.1057/s41272-017-0111-3

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