Local restaurant tries do-it-yourself Groupon

8 Mar

I was checking Twitter today and came across this local restaurant trying a Groupon-like offer on its own:

 

Wildwood in Portland is trying a do-it-yourself Groupon with its Twitter and Facebook followers.

Wildwood in Portland is trying a do-it-yourself Groupon with its Twitter and Facebook followers.

Wildwood is an upscale and top-rated restaurant in Portland. It has 4 stars and 101 reviews on Yelp and 5 “Best Ever” awards on Hotpot.

It has 745 likes on Facebook and 632 followers on Twitter. These are well above the market medians of 398 and 352. (It’s impossible to say what the unduplicated reach is across Facebook and Twitter.)

So how is this different from running a Groupon?

  • More revenue for Wildwood. It gets to keep all of the revenue generated. In a typical Groupon deal, Wildwood would get about $15 for each $50 gift certificate sold. Here, it keeps the entire $30. Given that food costs are typically 30% of a restaurant’s expenses, Groupons are break-even at best just on incremental cost.
  • More restrictions on redemptions. Groupons usually have longer redemption times and fewer restrictions on redemption. They are often valid for a year and can be used at almost any time. These certificates are only valid for dinner on Sunday, Monday and Tuesday and not valid for alcohol. It’s essentially a yield-management play, used to fill seats when the restaurant would otherwise be empty. Some restaurants use OpenTable’s Dining Rewards to accomplish this. These factors combine to increase the restaurant’s profitability on the deal.
  • More qualified customers. The restaurant is essentially reaching people who have already expressed some interest in it. Some of these are undoubtedly existing customers.Groupon brings in a much broader range of customers. That is both a blessing and a curse: some will be potentially new customers who will become repeat visitors; some will just be deal seekers who are unlikely to return. For many businesses, the primary market area is a 5-mile radius. Groupon’s coarse geographic targeting amounts to casting too broad a net for many local businesses.
  • No online purchases. The deal requires that customers visit Wildwood to buy and pick up the gift certificate. This is both good and bad: it means that customers are more qualified because they have to visit twice. They are more likely to live nearby and thus more likely to be repeat customers. But it also serves as a significant deterrent to purchase.
  • Limited viral distribution. Wildwood may reach some new prospects as other retweet/share the link. Twitter accounts like EaterPDX sometimes share such announcements. At the time of this writing, two people had retweeted the offer, for an additional 1,000 potential impressions. But it’s not likely to spread as virally as deals on Groupon and LivingSocial do. Both platforms offer built-in financial incentives for sharing deals with others.

I’ll check in with the business later in the week to see if they’re willing to share the results.

As I wrote earlier, businesses and consumers are directly connecting with each other online. In some ways, you can consider Groupon an arbitrage business — using its skill in marketing and online customer acquisition to deliver traffic to local businesses. (Much like ServiceMagic and 800-DENTIST.) As local businesses get more sophisticated and adopt tools like Facebook and Twitter, this will put margin pressure on Groupon and its peers.

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4 Responses to “Local restaurant tries do-it-yourself Groupon”

  1. PCinSF June 7, 2011 at 6:45 pm #

    I like how the deal says it’s for “facebook fans” but is being tweeted. Someone slipped. :)

    • Rocky Agrawal June 7, 2011 at 6:49 pm #

      Nah. A lot of businesses link their Facebook feeds to Twitter so they don’t have to manage multiple sets of messages. The post on FB and it goes out to everyone.

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