Guests who book at full price, and guests who only come for an offer
What the answer looks like
Illustrative output on sample data
Illustrative example: how Lexi answers this for a Southern barbecue group with nine venues. It tags every POS check and online order by whether an offer was used, for guests with three or more visits in the past year.
- Full-price guests: 80% or more of visits without an offer
- Offer-only guests: 80% or more of visits with an offer
- Mixed: everyone in between
What the data shows
11,200 guests are full-price, 6,800 are offer-only and 9,500 are mixed. Full-price guests bring in 52% of revenue.
What it means
Last month's two-for-one email reached all three groups, and 2,100 full-price guests used it.
What to do
Leave full-price guests out of discount emails, send them menu news instead, and send offers to the mixed group first.
Want me to build the three groups as segments for Klaviyo?
Why it matters
Offers sent to everyone reward full-price regulars for visits they would have made anyway. Separating guests who pay full price from those who only come for a deal lets you keep offers where they change behavior and protect margin with everyone else.
Frequently asked questions
How do restaurants avoid discounting guests who would pay full price?
Tag each visit by whether an offer was used, then group guests by their history. Guests who almost always pay full price can be left out of discount campaigns and sent news, events or early access in place of a deal.
Are offer-only guests worth keeping?
Some are, especially if they fill quiet times. Check their margin per visit and whether they ever pay full price. If they only visit with deep discounts at busy times, reduce the offers they receive and see whether they still come.
What share of visits should use an offer?
There is no single right level, so compare your venues with each other and over time. A rising share of offer visits, especially among guests who used to pay full price, is the signal to review your offer calendar.