Food business is very competitive and businesses are constantly looking for new ways to keep customers coming back. One common strategy is the use of coupons in food business, where restaurants and food delivery apps offer discounts or rewards on their own products.
What’s happening here is they are offering coupons that can only be used on their platform. It limits customers’ ability to use them.
So, here food businesses have an opportunity to stand out by offering coupons from brands their users love.
And we are going to discuss that in our blog. First, we’ll discuss how food businesses are using coupons and offers, and how they can benefit from offering coupons from other categories as well.
How current food businesses are using coupons and offers?
Offering free items
If you have used the McDonald’s or BurgerKing app, you already know how they offer coins on every purchase and you can use them to buy free items. It’s kind of a loyalty program where they are encouraging users to spend more and earn more coins to get free items.
Encouraging app usage
Again if you use McDonalds and BurgerKing app, you will see exclusive in-app offers that can be redeemed only on app. Even if you go to their store, you still need an app installed on your phone to avail of those offers.
Domino’s also has this kind of feature where you can order a certain number of times and get free pizza on your next order. So, if you go to the restaurant and order it, you won’t get this benefit but if you order from an app, you get rewarded.
This is their way to encourage users to keep the app installed. It helps food businesses inform users about their new offerings and new offers. It naturally attracts users to order.
We are talking about food here, why would anyone ignore that, right!
Increasing loyalty
Well, both the points above are loyalty based only, but Zomato is doing something unique. They are offering brand packs.
What it does is you can buy a brand pack on the Zomato app. It can be any restaurant, a local one or a global food chain. Once you buy it, you will get additional discounts on a set number of orders from that restaurant.
It helps building brand loyalty, especially for local businesses.
Unlimited discount coupons for larger orders
You must have seen this, on multiple apps and restaurant websites. They offer coupons with unlimited discounts to encourage larger orders. It is natural for businesses to offer such coupons to attract users and increase revenue.
Have you noticed one common pattern here?
Food businesses are mostly offering coupons for their brands only to encourage repeat orders. But, what if you could offer coupons from other categories as well, like shopping, electronics, OTTs and more.
It is something that people want. You see, most people ordering food on apps and websites are millennials or Gen Z.
And they need this kind of stuff.
Let’s discuss how food businesses can use coupons for their benefit.
Use of Coupons in the Food Business
1. Broader Appeal to Millennial and Gen Z Audiences
Millennials and Gen Z love convenience and variety. By offering coupons for things like electronics, fashion, or OTT subscriptions along with food, you’re catering to their lifestyle, not just their hunger. This makes your platform more attractive because it fits seamlessly into their everyday needs.
2. Encouraging users to subscribe for memberships
Well, this might not sound the most relevant use case but businesses are doing it. And not just any other business, food delivery giant Swiggy is doing it.
If you are a Swiggy One member, you get access to exclusive coupons and offers on movies, travel, electronics and more.
You can check the screenshot below for Swiggy One member benefits.
3. Increase Repeat Orders by Adding Value
People love feeling like they’re getting a deal. If every time someone orders food from you, they also get a coupon for something cool like a discount on a streaming service or a sale on their favorite brand, they’ll keep coming back. Not just for the food but for the added bonus.
If you have noticed, Zomato has started offering coupons from different brands once the order is confirmed.
What’s happening here is they have noticed a trend in apps that offer coupons. They noticed that they are seeing an increase in app usage. So, to encourage users, they are also trying out coupons from other businesses.
3. Enhanced User Experience and Differentiation
The food market is crowded, and standing out is tough. Offering non-food coupons gives your business an edge. It’s not just about the meal anymore; it’s about the overall value and experience you provide. This makes customers more likely to choose you over a competitor.
4. Drive Cross-Industry Partnerships
By offering deals in categories like electronics or fashion, you open the door to partnerships with those brands. It’s a win-win—you get affiliate commissions, and your customers get discounts on things they’re already interested in. Plus, your food brand gets exposure in other industries.
5. Increase In-App Engagement and Time Spent
The more time people spend on your app, the more likely they are to place an order. Offering a range of coupons beyond food gives customers a reason to browse more, explore deals, and, while they’re at it, order something to eat. It’s a great way to keep users engaged and coming back.
If you noticed, recently MagicPin entered the food delivery business but they are still offering vouchers and offers on bill payments.
6. Create Upselling and Cross-Selling Opportunities
When customers are browsing deals for other categories, they’re more likely to notice additional food-related offers too.
It’s a perfect opportunity for you to upsell premium meals or meal bundles, driving up the average order size and boosting your overall revenue.
Just like Magicpin, people mostly visit their site to get vouchers at discounted rates. But they might end up checking food delivery offers to see if they can order something.
So, this is how food businesses can use coupons from other brands for their own benefit. Now. you must be wondering,
- Where can I get these coupons?
- Isn’t it too time consuming to collect coupons from every brand?
- What system do I need to automate this whole thing?
Don’t worry! We got your back!
You can use Coupomated, India’s most reliable coupon API.
With Coupomated, you get access to coupons from 700+ brands and the best thing, they are all manually verified.
Also, you can connect Coupomated with affiliate networks, to show coupons and earn commission when someone redeems it.
We have automated the whole process for coupon and link updates. So, your customers never get the wrong coupon or land on the wrong page.
By choosing Coupomated, you save time partnering with businesses and getting coupons from them. So, you can focus on growing your food business.
