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Study: 'Majority' of diners use vouchers

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New research from Deloitte and BDRC Continental has revealed that more than half of UK consumers (59 per cent) have used a special offer voucher when dining out.

According to the latest Taste of the Nation survey by the business advisory firm and the research consultants, 18- to 34-year-olds are the group "most engaged" with vouchers.

The poll of 3,000 consumers showed the casual dining and quick service markets to be most popular for offers, with 61 per cent and 62 per cent of consumers making use of vouchers.

However, only a quarter said they go out more often than usual as a result of establishments offering vouchers and Deloitte believes it may be time for eateries to cut back on such deals.

Jon Lake, corporate finance director in Deloitte's licensed retail group, said: "Operators need to strike a balance between curbing the use of vouchers in their outlets while retaining their loyal customer base.

"Some will find it difficult to determine the most effective method for phasing out vouchers and increasing their customers' average spend whilst retaining their loyalty. However, our research indicates it could be achievable."

Details: www.deloitte.com

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New research from Deloitte and BDRC Continental has revealed that more than half of UK consumers (59 per cent) have used a special offer voucher when dining out.
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