April 19, 2009
Have vouchers will return
Giving customers discount vouchers makes them happy and eateries also enjoy better business
By Huang Lijie
For Mr Clarence Tan, 36, a meal at casual Asian restaurant Grandma's, with outlets in United Square and Orchard Parade Hotel, used to be a fortnightly treat.
However, the careful spender, who is self-employed, has been returning to the nasi lemak (coconut rice) specialist every week since last month.
The lure?
Fifty per cent discount vouchers issued by the restaurant - $25 off for every $50 spent - which can be redeemed on return visits.
He says: 'If not for the vouchers, which offer great value for money, especially in these times, I probably would not return as often.'
He usually dines at Grandma's with four to five friends or family members, and the bill averages about $60 each time.
Eateries are handing out return-visit vouchers to customers amid the recession to encourage repeat patronage, and this has been paying off handsomely for restaurateurs and diners.
Return-visit vouchers, which offer everything from cash discounts off the bill to certain food items at a lower price, are issued to diners after payment has been made and can be redeemed only on subsequent meals.
At Grandma's restaurant, business increased by some 30 per cent after its return-visit vouchers were rolled out, says owner Mervin Goh.
Chinese restaurant Pu Tien, which specialises in Putian cuisine from Fujian, China, has also experienced an enthusiastic response since it introduced such vouchers in February.
Owner Fong Chi Chung, 42, says: 'Our business was still buoyant in February, but I had a feeling the economy would slow down after Chinese New Year. So I decided to prepare for the worst by giving out a $10 voucher for every $50 spent, which I hope would ease the spending burden on our customers.'
To date, its four outlets, including the flagship store in Kitchener Road, have issued almost 280,000 vouchers. And about 80,000 vouchers, worth $800,000 in total, have been redeemed.
Mr Fong says the almost 30 per cent rate of return is encouraging, especially since the vouchers are valid for three months.
Likewise, for upscale Chinese eatery The Cathay Restaurant in Handy Road, more than 30 per cent of the return-visit vouchers it issued from late last year - in denominations of $10 and $50 - have been redeemed.
Its marketing manager, Ms Yvonne Tan, says: 'Consumers are spending even in this downturn but they are more price conscious now. This is why we are offering discount vouchers as a form of value-added incentive for customers to return.'
Restaurateurs find such return-visit vouchers more beneficial than offering immediate discounts on the bill.
Mr Eldwin Chua, 32, managing director of restaurant Seafood Paradise, which has an outlet at the Singapore Flyer, says: 'People tend to keep these vouchers in their wallets, which serve as a reminder to customers to return to the restaurant.'
Its Flyer outlet will be offering vouchers for its range of signature fish-head dishes from Tuesday.
Ms Rae Ng, 31, marketing manager for the Tung Lok group of restaurants, which also offers its diners return-visit vouchers, adds: 'Apart from seeing repeat visits by customers, we have also gained new customers who get these vouchers from their friends.'
Mr Goh, 37, of Grandma's adds that the vouchers are also an effective way of tracking the popularity of the restaurant.
He says: 'The number of return vouchers redeemed is a good way to gauge whether customers are satisfied with the food and service at the restaurant. If the food and service are not up to standard, customers won't return even if the voucher offers 100 per cent discount.'
Property consultant H.K. Chan, 58, who has redeemed vouchers at The Cathay Restaurant, says: 'The quality of the food and its price are important factors that will draw me back to a restaurant, but a $50 discount is attractive too, and it definitely provides a stronger motivation to return.'
Eat your heart out
Club Chinois
Where: 1 Tanglin Road, 2-18, Orchard Parade Hotel, open: 11.45am to 3pm, 6.30 to 10.30pm daily, tel: 6834-0660
What: This contemporary Chinese restaurant issues a $50 voucher to guests for every $200 they spend. The voucher can be redeemed on the next visit with a minimum spending of $100. This applies only to customers who pay with a UOB credit card.
Dragon Phoenix Restaurant
Where: 177A River Valley Road, Level 6, Novotel Clarke Quay, open: 11am to 3pm, Mondays to Saturdays, 10am to 4pm, Sundays, 6 to 11pm daily, tel: 6339-3368, and 341 Old Nelson Road, 01-03, Admiral Golf & Country Club, open: 11am to 3pm, Mondays to Saturdays, 9am to 4pm, Sundays, 6 to 11pm daily, tel: 6333-3368
What: At the Clarke Quay outlet, regardless of the amount spent, each group of four diners receives a $30 voucher, which can be redeemed on the next visit with a minimum spending of $80. At Sembawang, regardless of the amount spent, a group of four diners receives a $10 voucher that can be redeemed on the next visit with no minimum spending. Guests can request more vouchers.
Garuda Padang
Where: 15 Cairnhill Road, 02-01, Cairnhill Place, open: 11.30am to 3pm, 6 to 10.30pm daily, tel: 6735-4111, and 1 Harbourfront Walk, B2-28, VivoCity, open: 11.30am to 10pm daily, tel: 6376-9595
What: For every $150 spent, guests at this Indonesian eatery receive a $30 voucher which can be redeemed on the next visit with a minimum spending of $60. Only if paying with a UOB credit card.
Grandma's
Where: 1 Tanglin Road, Level 1, Orchard Parade Hotel, open: 11.30am to 3pm, 6 to 10.30pm daily, tel: 6732-3082, and 101 Thomson Road, B1-17, United Square, open: 11.30am to 2.30pm, 5.30 to 9.30pm, weekdays, 11am to 9.30pm, weekends, tel: 6356-5434
What: At this casual restaurant specialising in Asian favourites such as nasi lemak, a $25 voucher is issued for every $50 spent. Redeem the voucher on the next visit by spending at least $50. Only if paying with a Citibank credit card.
Lao Beijing
Where: 68 Orchard Road, 03-01, Plaza Singapura, open: 11.30am to 5pm, 6 to 10pm daily, tel: 6738-7207
What: For every $150 spent, customers receive a $30 voucher. It can be redeemed at this Chinese restaurant on the next visit with a minimum spending of $60. Only for those who pay with a UOB credit card.
LingZhi Vegetarian
Where: 541 Orchard Road, 05-01, Liat Towers, open: 11.30am to 3pm, 6 to 10pm daily, tel: 6734-3788, and 238 Thomson Road, 03-09/10, Velocity@Novena Square, open: 11am to 5pm, 6 to 10pm daily, tel: 6538-2992
What: Every $150 spent entitles guests to a $30 voucher. It can be redeemed at this Chinese vegetarian restaurant on the next visit with a $60 minimum spending. Only for customers who pay with a UOB credit card.
My Humble House
Where: 8 Raffles Avenue, 02-27/29, Esplanade Mall, open: noon to 3pm, 6.30 to 10.30pm daily, tel: 6423-1881
What: This upscale modern Chinese restaurant issues a $50 voucher to diners for every $200 they spend. The voucher may be redeemed on the next visit with a minimum spending of $100. Only if paying with a UOB credit card.
Pu Tien
Where: Four outlets, including 127 Kitchener Road, open: 11am to 3pm, 5 to 10.30pm daily, tel: 6295-6358
What: At this restaurant, which specialises in Putian cuisine from Fujian, China, every $50 spent entitles diners to a $10 voucher. This can be redeemed on the next visit with a minimum spending of $50.
Satsuma Shochu Dining
Where: 1 Nanson Road, 01-10/ 02-10, Gallery Hotel, open: noon to 2.30pm, weekdays, 6 to 10.30pm, Sundays to Thursdays, 6pm to 1am, Fridays and Saturdays, tel: 6235-3565
What: Every $50 spent entitles guests to a $10 voucher for use on their next visit to either this restaurant, or Shunjuu, another Japanese restaurant opened by the owners. There is no minimum spending required to redeem the voucher, although each table is allowed to redeem only one.
Seafood Paradise at Singapore Flyer
Where: 30 Raffles Avenue, 01-01, Singapore Flyer, open: 11am to 3pm, 6 to 11pm, weekdays, 11.30am to 11pm, weekends, tel: 6336-5101
What: The seafood restaurant issues vouchers from Tuesday to every group of diners. Each voucher comes with three perforated coupons that allow diners to enjoy its assam fish head and curry fish head for $8.80 each (usual price $28), and 'song' fish head with spicy bean paste for $5 (usually $16) on a return visit, with a minimum spending of $30. Only one coupon may be used per bill. Diners can request additional vouchers.
Shin Yeh
Where: 177 River Valley Road, 02-19, Liang Court Shopping Centre, open: 11.30am to 2.30pm, 6 to 10.30pm daily, tel: 6338-7337
What: For every $200 spent at the Singapore branch of this famous Taiwanese restaurant, diners receive a $50 voucher. It is redeemable on the next visit with a minimum spending of $100. Only if paying with a UOB credit card.
Shunjuu Izakaya
Where: 30 Robertson Quay, 01-15, Riverside View, open: noon to 2.30pm, daily, 6 to 10.30pm, Sundays to Thursdays, 6 to 11pm, Fridays and Saturdays, tel: 6887-3577
What: Every $50 spent entitles guests to a $10 voucher for use on their next visit at either this casual eatery or Satsuma, another Japanese restaurant opened by the same owners. There is no minimum spending required to redeem the voucher, although each table is allowed to redeem only one voucher.
The Cathay Restaurant
Where: 2 Handy Road, 02-01, The Cathay, open: 11.30am to 3pm, 6 to 10.30pm, Mondays to Saturdays, 10am to 3pm, 6 to 10.30pm, Sundays, tel: 6732-6623
What: Every bill, regardless of amount spent, earns the diner a $10 voucher and a $50 voucher. On a return visit to this upscale Chinese restaurant, the $10 discount may be enjoyed with a minimum spending of $50, and the $50 discount with a minimum spending of $250.
Tung Lok Seafood
Where: 1000 East Coast Parkway, Building B, level 2, East Coast Recreation Centre, open: 11.30am to 3pm, 6.30 to 11pm, Mondays to Saturdays, 10am to 3pm, 6 to 11pm, Sundays, tel: 6246-0555, and 511 Upper Jurong Road, The Arena Country Club, 11.30am to 2.30pm, 6.30 to 11pm, daily, tel: 6262-6996
What: This seafood restaurant issues a $50 voucher to customers for every $200 spent. The voucher may be redeemed on the next visit with a minimum spending of $100. Only if paying with a UOB credit card.
Zhou's Kitchen
Where: Four outlets, including 7-10 Amoy Street, 01-01, Far East Square, open: 11.30am to 5pm, 6 to 10.30pm, weekdays, 11am to 5pm, 6 to 10.30pm, weekends, tel: 6877-1123
What: For every $150 spent, guests receive a $30 voucher, which may be redeemed at this casual Chinese restaurant on their next visit with a minimum spending of $60. Only if paying with a UOB credit card.
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