Restaurant Discounts for Seniors

An online survey of 685 persons over age fifty found that discounts aimed at persons over a certain age are not the driving force in where they decide to eat. Nevertheless, most believe that restaurants should offer discounts to older diners. Findings also show that high users of age-based discounts are more supportive of the practice than are low users, who are less driven to seek such discounts. The chief implication of these findings is that restaurateurs must consider carefully whether and how to offer discounts for Americans over a particular age. Rather than rely on discounts, restaurant operators must consider the overall price-value position that they are offering.