Promotions on platforms: when and how to use them

Promotions are a powerful tool to boost your visibility and attract new clients. However, if misused, they can erode your margins without generating loyalty. The key is a strategic and calculated approach.

The types of promotions available vary depending on the platform: percentage discount, free item from a certain amount, free delivery, fixed-price menu. Each type has its advantages and disadvantages. Evaluate the financial impact systematically before committing.

The best time to launch a promotion is during your initial signup on a platform (to gain visibility quickly), when launching a new dish, or during slow periods to generate additional volume.

Calculate the actual cost of each promotion. An offer of “20% off” on a dish costs 3 euros per order. If the promotion generates 50 additional orders, the total cost is 150 euros. How many of these customers will return without the promotion? That’s the key question.

Limit the duration of your promotions. A permanent offer is no longer a promotion; it’s a price. Temporary promotions (3 to 7 days) create a sense of urgency and limit the financial impact. Alternate offers to maintain interest without habituating customers to discounts.