Digital vouchers and offers for pubs: redemption tracking and ROI

Issue each guest a unique, single-use code from a consented list, and redeem it at the till against that guest. Hold back a random 10% of the list who receive nothing. The offer made money only if the voucher group's spend per guest, minus discount cost, beats the holdout group's. Redemption rate alone proves nothing.

What do digital vouchers for pubs do for your venue?

A voucher is a price cut with a name attached. Done well, it brings a guest back on a quiet Tuesday who would otherwise have stayed at home. Done badly, it hands a discount to someone who was already walking through the door on Friday.

The difference is measurement. Digital vouchers for pubs beat printed flyers because each code can belong to one guest. A single-use code lets you answer three questions a paper voucher never could:

• Who redeemed, at which site, on which day and with what bill.
• Who came back without redeeming, prompted by the email alone.
• Whether the guests who received the offer visited and spent more than similar guests who did not.

The third question decides ROI. The outcomes worth reporting are repeat visits, incremental gross profit and revenue per send. Redemption count is an activity measure, not a result.

Why the list matters more than the voucher

A voucher campaign is only as good as the list behind it. Mailchimp, Klaviyo and HubSpot send campaigns well, but they wait for you to supply the contacts. In a pub those contacts rarely exist. Most guests pay at the bar, leave no email address and never join a loyalty scheme.

Purple Engage starts from the other end. Your list builds itself from Guest WiFi logins, where each guest makes a conscious-choice opt-in to marketing. That gives you consented, first-party data with a visit history attached. Each later WiFi login is also a visit signal. You can therefore see whether a guest returned, even if they never showed the code.

The scale behind that signal is substantial. Purple runs guest WiFi at 80,000+ live venues and recorded 440 million logins in 2024 (Purple's own data).

What do you need before you issue your first voucher?

Sort out five things before the first send. Skipping any one of them makes the final ROI figure unreliable.

1. A consented list with visit history. Each record needs a marketing opt-in that meets GDPR. Article 4(11) defines consent as freely given, specific, informed and unambiguous. Article 7(3) requires withdrawal to be as easy as giving consent, so every send needs a working unsubscribe link. In the UK, the Privacy and Electronic Communications Regulations (PECR) add rules for marketing email and SMS. The ICO publishes guidance on both.
2. An EPOS that records a code against a transaction. You need the code, site, date, time and bill value for every redemption, exportable as a file. If staff can apply the discount without entering the code, your data is fiction.
3. Gross margin for whatever the offer discounts. Food and drink margins rarely match. A £5 food offer judged on a blended margin will give you the wrong answer.
4. One question per campaign. "Will £5 off food bring lapsed guests back midweek?" is testable. "Drive more visits" is not.
5. A licensing check. Drinks promotions carry legal limits that food offers mostly avoid. The rules are set out below.

How do you set up single-use vouchers with your guest WiFi data?

The workflow has five stages. Purple Engage handles the list, the segment and the send. Your EPOS or voucher provider generates the codes and records redemptions. The code joins the two data sets. For platform configuration, follow Purple's support documentation for Purple Engage.

Build the segment

Pick guests by behaviour, not by guesswork. Four segments do most of the work in a pub:

• Lapsed: no WiFi login in the past 60 days.
• First-timers: one login, no return visit yet.
• Regulars: three or more visits in 90 days. You usually exclude these from discounts.
• Site-specific: guests whose last visit was at a site with spare midweek capacity.

Split off a holdout group

Remove a random 10% of the segment before the send. They receive nothing. Choose them at random, never by site, surname or sign-up date, or the comparison breaks. Aim for a holdout in the hundreds, not the tens. With 40 guests in the holdout, two extra visits swing the whole result.

Issue one code per guest

Each code should be single-use, carry an expiry date and work only at the sites and times the offer covers. Map every code to one guest record before the send, and keep that mapping file. You need it at the end.

A shared code such as "PUB5" fails this test. It can be screenshotted, passed round a group chat and reused, and you lose sight of who used it.

Redeem at the till

Staff scan or key the code. The EPOS validates it, applies the discount and voids the code so it cannot work twice. Brief every shift that no code means no discount. One informal discount per night is enough to corrupt a small test.

Reconcile

When the measurement window closes, export redemptions from the EPOS. Join them to the code map, then to WiFi visit data. You now have three groups: redeemers, recipients who returned without redeeming, and the holdout.

Which voucher format should you use?

Format	Tied to one guest	Can be shared	Abuse risk	Shows incremental profit	Best suited to
Printed flyer or table card	No	Yes, freely	High: photocopies and reuse	No	Local awareness for a new opening
Shared digital code (e.g. "PUB5")	No	Yes, by screenshot or group chat	Medium to high	No, only total redemptions	Short public promotions where reach matters more than measurement
Unique single-use code by email or SMS	Yes	Forwarding only, and it works once	Low	Yes, with a holdout group	Win-back, midweek fill, second-visit offers
Unique code matched to WiFi visits	Yes	Forwarding only, and it works once	Low	Yes, including returns without redemption	Multi-site groups comparing ROI by site

Which offers should you send, and when?

One principle governs every decision. Discount where you have spare capacity, to guests who would not have come anyway. Everything else gives margin away.

Your situation	Offer	When to send	Why it works	What to measure
Lapsed guests, no visit in 60 days	£5 off food over £20, valid 14 days	One to two days before the valid period opens	Win-back with a clear reason to return	Visits per guest vs holdout
First visit, no return yet	Free side or dessert on the second visit, valid 21 days	Within 48 hours of the first WiFi login	Turns a one-off visit into a second while the visit is recent	Second-visit rate vs holdout
Quiet midweek at one site	Two mains for a set price, Monday to Wednesday only	Three days before the valid period	Fills empty covers at low extra cost	Midweek visits at that site vs holdout
Event night (quiz, live music)	Free sharing platter for teams of four or more	One week before the event	Lifts group size and spend per head	Event-night visits and spend vs holdout
Regulars, three or more visits in 90 days	No discount: early event access or a reserved table	When a new event goes on sale	They already come; a discount only subsidises them	Visit frequency held steady
Friday and Saturday peaks	Do not send a discount	Do not send	A full venue gains nothing from a price cut	Peak covers unchanged

Keep drinks offers inside the law

In England and Wales, the Licensing Act 2003 mandatory conditions ban irresponsible promotions. These include unlimited drinks for a fixed or discounted fee. They also cover free or discounted alcohol that depends on the result of a sporting event shown on the premises. Selling alcohol below the cost of duty plus VAT is banned too.

Scotland is stricter. The Licensing (Scotland) Act 2005 bans on-trade offers that give alcohol free or cheaper when another drink is bought. Drinks prices must stay in place for at least 72 hours, which rules out flash happy-hour codes. Scotland and Wales both set a minimum price per unit of alcohol, so a percentage discount can break the floor.

Food-led offers avoid most of these limits. Check any drinks promotion with your licensing adviser before it goes out.

How do you know whether a voucher made money?

Redemption rate is the number most pubs report, and it is the wrong one. A redemption tells you a guest used the code. It does not tell you whether they would have come anyway. Only the holdout group answers that.

The calculation

Use WiFi visits to compare the two groups, and EPOS data to put a value on each visit. Not every guest logs into WiFi on every visit. Because the holdout is random, that undercount affects both groups equally, so the comparison holds.

1. Visits per guest for each group: WiFi visits in the window divided by guests in the group.
2. Incremental visits: (send group rate minus holdout rate) multiplied by the number of guests in the send group.
3. Incremental sales: incremental visits multiplied by the average full-price bill for that site and time of week.
4. Incremental gross profit: incremental sales multiplied by gross margin.
5. Net offer profit: incremental gross profit minus total discount given minus send cost.

Total discount given is redemptions multiplied by the average discount. For a free item, count its food cost, not its menu price, provided the guest would not have bought it otherwise.

Measure over a window longer than the offer itself. A 14-day offer with a 28-day window catches guests who return after the code expires.

Worked scenario 1: a midweek win-back across a 12-site pub group

Illustrative figures, to show the method.

Situation. A 12-site pub group had quiet Monday to Wednesday evenings. It also had 8,000 opted-in guests with no WiFi login in the past 60 days.

What was done. The group held back a random 800 guests and sent 7,200 a unique code for £5 off food over £20. The code was valid Monday to Wednesday for 14 days. Visits were measured over 28 days.

Measure	Send group	Holdout group
Guests	7,200	800
WiFi visits in 28 days	1,512	96
Visits per guest	0.21	0.12
Redemptions	720	0

The outcome.

• Incremental visits: (0.21 - 0.12) × 7,200 = 648.
• Incremental sales at a £34 average bill: £22,032.
• Incremental gross profit at 65% margin: £14,321.
• Discount given: 720 × £5 = £3,600.
• Send cost: £200.
• Net offer profit: £10,521, or £2.92 returned for every £1 of discount.

The naive reading would have claimed 720 redemptions × £34, or £24,480 of "voucher revenue". That figure ignores the 12% of lapsed guests who would have returned anyway. It also ignores the discount itself.

The site-level split mattered too. Two sites showed no lift, because their midweek trade was already strong. The group kept the offer at the other 10 sites and dropped it at those two.

Worked scenario 2: an events pub that gave its margin away, then fixed it

Illustrative figures, to show the method.

Situation. A pub runs a weekly quiz and monthly live music. It sent 20% off the total bill on Saturdays to 4,500 opted-in guests and held back 500.

What happened. The code produced 630 redemptions, which looked like a success. The holdout said otherwise.

• Visits per guest: 0.40 in the send group, 0.39 in the holdout.
• Incremental visits: 0.01 × 4,500 = 45.
• Incremental gross profit: 45 × £45 bill × 65% = £1,316.
• Discount given: 630 × £9 average = £5,670.
• Send cost: £150.
• Net offer profit: minus £4,504.

Saturday was already full. The voucher subsidised guests who were coming regardless.

What was done next. The pub moved the offer to its Tuesday quiz. Teams of four or more who booked through the email link received a free sharing platter, with a £4 food cost.

• Visits per guest on quiz nights: 0.12 in the send group, 0.08 in the holdout.
• Incremental visits: 0.04 × 4,500 = 180.
• Incremental gross profit: 180 × £22 bill × 65% = £2,574.
• Discount given: 60 platters × £4 = £240.
• Send cost: £150.
• Net offer profit: £2,184.

Same pub, same list, smaller discount. The only change was sending it to a night with empty tables.

Reading the result

• Net profit positive: keep the offer. Next time, test a smaller discount against the same audience.
• Net profit near zero: change the audience or the night before you change the offer.
• Net profit negative: stop, and check whether you discounted a peak or a regular segment.

Then look further out. Compare visits per guest in both groups over 90 days. If the send group keeps visiting more often after the code expires, the offer built a habit. That gain belongs in your lifetime value estimate.

Pair the numbers with feedback

Visits and profit tell you what happened. Feedback tells you why. A short survey after a voucher visit shows whether returning guests rated food and service well enough to come again at full price. The post-visit feedback survey checklist for hotels and restaurants covers what to ask. If you run several sites, NPS surveys for multi-site restaurant groups explains how to compare loyalty site by site. That helps you spot where an offer brought guests back to a weak experience.

What goes wrong, and how do you avoid it?

Discounting guests who were coming anyway

This is the most expensive mistake, as the second scenario shows. Exclude regulars and peak nights from price offers. Give regulars recognition instead: early access, a reserved table or first refusal on event tickets.

Running without a holdout

Without a holdout, every redemption looks like a win. Hold back 10% on every campaign, not just the first. Guest behaviour shifts with seasons, fixtures and weather, so last quarter's baseline will not hold this quarter.

Discounts applied without a code

If staff can key a discount manually, some will, usually with good intentions. Lock voucher discounts to code entry on the EPOS. Then check that discount totals reconcile with redemption counts at each site.

Codes that never expire

Open-ended codes turn up months later, after the campaign has been judged. Give every code an expiry date, and set the measurement window to end at least two weeks after it.

Training guests to wait for a voucher

Send too many offers and guests stop visiting at full price. Watch the share of visits that use a code in each segment. If that share rises among regulars, pull back the frequency.

Treating redemptions as revenue

A redemption report is not a profit and loss statement. Report net offer profit and incremental visits to your board or owner, with the holdout comparison attached.

Weak consent records

Sending offers to guests without a valid marketing opt-in breaches GDPR and PECR. The ICO can fine organisations that break these rules. Capture a conscious-choice opt-in at WiFi login, store when and how each guest agreed, and honour unsubscribes straight away.

Frequently asked questions

Can we send pub vouchers from Mailchimp or Klaviyo instead of Purple Engage?

Yes, Mailchimp and Klaviyo can send a voucher email, but neither builds the list for you. In a pub, the list is the hard part, because most guests pay at the bar and leave no contact details. Purple Engage builds a consented, first-party list from guest WiFi logins and attaches visit history to each guest. That visit history lets you compare send and holdout groups. It also shows who came back without redeeming.

Is it GDPR compliant to email vouchers to guests who logged into our WiFi?

Yes, provided each guest gave a separate, conscious-choice opt-in to marketing at login. GDPR requires consent to be freely given, specific, informed and unambiguous, so a pre-ticked box does not count. A WiFi login on its own does not count either. In the UK, PECR also governs marketing email and SMS. Keep a record of when and how each guest consented, and include an unsubscribe link in every send.

Will this work with our existing EPOS?

Yes, if your EPOS can record a voucher code against a transaction and export redemptions. You need the code, site, date, time and bill value for each redemption. Purple Engage handles the list, segment and send, and the code joins the two data sets during reconciliation. If your EPOS cannot validate codes, fix that before your first campaign. Unvalidated discounts make the results meaningless.

Can we bring our existing mailing list across?

Yes, but only the contacts whose consent you can evidence. For each record you need when, where and how the person agreed to marketing. Contacts without that record should not receive offers, whatever platform you send from. Treat legacy contacts as a separate segment with their own holdout group. Their response may differ from guests who opted in recently through guest WiFi.

How long before we know whether an offer made money?

Allow about five to six weeks for your first test. Setup takes around a week: segment, holdout, codes and a staff briefing. The offer then runs for 14 days. You measure visits over a 28-day window so that late returners count. Reconciliation takes a day or two once the EPOS export arrives. Later campaigns reuse the same process, so they move faster.

How much discount per extra visit is reasonable?

Judge it against your margin, not against an industry benchmark. Divide total discount by the incremental visits from your holdout comparison. That gives you the discount cost per extra visit. If the figure is below the gross profit on an average bill, the offer pays. In this guide's first worked example, £3,600 of discount bought 648 extra visits. That is about £5.56 each, against roughly £22 gross profit per visit.

Can pubs in Scotland run digital drinks vouchers?

Yes, but within tighter limits than in England and Wales. The Licensing (Scotland) Act 2005 bans on-trade offers that give alcohol free or cheaper when another drink is bought. Drinks prices must also stay in place for at least 72 hours, and minimum unit pricing applies. Food-led vouchers avoid most of these restrictions. Check any drinks offer with your licensing adviser before it goes out.