News

Technomic study finds rising interest in restaurant gift cards

March 21, 2006

CHICAGO—Consumer use of restaurant gift cards is growing steadily, according to restaurant research firm, Technomic.

According to a news release, 35 percent of consumers reported giving restaurant gift cards over the past holiday season, while 43 percent received them.

The study showed both givers and receivers of restaurant cards were happy with their gifts. Nearly 70 percent of gift-card givers said they were a better choice than regular gifts, and among restaurant gift-card recipients, 97 percent hope to receive them again. Of those that gave restaurant gift cards, nearly 40 percent plan to purchase even more of them during the next holiday season.

"Spending patterns are changing in ways that support the continued growth of gift cards," said Michael Allenson, director of Technomic's Center for Consumer Research. "Consumer acceptance of gift cards, coupled with a growing hunger for 'experiences' rather than 'things,' create an excellent opportunity for restaurant companies."

Allenson said the issue is no longer whether restaurants should offer stored-value gift cards, but how to stay ahead of the curve in technology and marketing, and maximizing the proven benefits of cards.