Editor's note: The following information is part of a countdown recap from the inaugural Top 100 Movers and Shakers publication. It was published in the spring of 2012. Some of the information may now be different.
In recent years, couponing has become an enormous trend for people of all ages and income levels. According to travel program service JPS, shoppers saved $4.6 billion with coupons in 2011, which is $500 million more than in 2010. Coupons were big in the pizza segment long before this became a reality TV focus, however.
Whether it's received in the mail, attached to their pizza delivery box or scouted online, consumers will hunt for a good deal before choosing where to eat. However, Marla Topliff, president of Rosati's Pizza, warns companies to avoid out-couponing each other, which could compromise the quality of food in favor of a better bargain. Instead of marking coupons with expiration dates, Topliff advises the use of phrases such as "Limited Time Offer." This way, you can extend the offer without paying to send it again, or end the offer at any time
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