No Discounts? MORE Profits for You!

Elmer’s Restaurant President Jerry Scott shelved discount coupons in order to concentrate on value and service. The result is growth in a competitive industry where many have struggled to find a profit or niche.

Elmer’s could have specialized in pies, like Shari’s; discounts like Denny’s or one segment of the market, like Chili’s. They chose to specialize in great portions at great prices. Jerry says, “Discounting has been replaced with TV, radio, and community events.”

He said this strategy led Elmer’s to increase full price sales and define their image in the market. Sure, a lot of places bet on discount coupons to bring people in but Elmer’s put their money on the sure winner of creating a value people would pay more for. And they have.

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