餐飲業出招拚買氣回溫，速食龍頭也跟進！麥當勞今（27日）宣布，自5月28日至31日連續4天，只要於實體門市消費一次，便可獲得一本能在麥當勞、屈臣氏、amba意舍酒店使用的聯合現金抵用券，總共17張，價值達5,300元。

「現金抵用券」全台發放250萬份，每份含麥當勞現金抵用券總價值200元，屈臣氏現金抵用券100元、amba意舍酒店餐飲抵用券2,000元、amba意舍酒店住宿抵用券3,000元，

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後疫情時代，服務業力圖找回「內用客」

速食業發優惠券、折抵券非新鮮事，如漢堡王定期在官網貼出優惠券，民眾僅需至櫃檯出示畫面即可享有折扣；麥當勞自己不定期也會發送紙本優惠券吸引顧客回流。

疫情期間，六角國際、頂呱呱、三商餐飲也紛紛推出自家振興券，鼓勵消費者回到實體店。這次發送總價超過5千元的聯合現金抵用券，有哪裡不同？

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首先，是可「優惠共用」。過去速食業優惠券以「單項商品折價」為主，像是特定套餐價格比平常便宜一些。以麥當勞此次規劃的10元現金抵用券為例，單筆消費現金結帳滿100元可抵用1張（滿200元可抵用2張，依此類推），且依據抵用券價值不同，限定在早餐時段或一般消費時段使用。

特別的是，抵用券可與「麥當勞報報APP」、「甜心卡」、「銅板輕鬆點」、「超值早餐」等其它優惠一起使用，提供比一般優惠券更多的消費動機。

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另一方面，麥當勞觀察在後疫情時代，消費者會希望透過美食、藥妝及出遊享受小確幸，因此聯手藥妝、住宿等跨界業者端出優惠，無論選擇哪一類型實體店消費，能同時獲得另兩家業者的抵用券，滿足多元需求，提供划算誘因。

延伸閱讀：台灣珍奶推手！讓「被嘲笑的目標」實現，六角怎麼利用「以終為始法」達成的？

「優惠」成為內用客人上門關鍵

疫情期間，各國消費者的餐飲使用行為皆有明顯改變，「外送」習慣快速成長。

《Valassis》調查發現，有20%的消費者在疫情期間增加使用外送服務的頻率。研究機構Prosper Insights & Analytics則指出，由於經濟狀況受影響，有3成美國成年人表示會減少上餐廳次數，而餐廳是否有促銷與優惠，將是能否吸引上門關鍵；83％消費者會積極尋找能減便宜的方法，像是藉由優惠券減輕自己的財務負擔。

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面對懂得精打細算、愛吃的台灣消費者，餐飲業若想找回內用買氣，藉由各式各樣的讓利行銷，似乎是不得不做的舉動。

責任編輯：陳映璇