Vouchers have long been used as a way of driving business to a brand, but as their use has exploded since the recession consumers are no longer so impressed by discounts they have come to expect. Therefore successful voucher campaigns are now just as much about building a brand and creating differentiation, especially in highly competitive markets.

The restaurant sector is one industry renowned for discounts and deals, with many High Street brands offering regular promotions. “For many consumers, there is now an expectation of good value in the form of offers and discounts in the restaurant sector and this is something that is likely to continue.