Restaurant owners carefully juggle between effective discounting and brand-damaging devaluing.
Many Restaurateurs believe that their promotions are providing a discount that will be helpful to their business. The biggest danger is that the discounted price often becomes the new “normal” price.
Significant devaluing can kill a restaurant, both by damaging the brand and by cutting into the bottom line. In extreme cases, the restaurant’s traffic becomes completely reliant on discounts.
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