Holiday Gift Card Giveaways: A Dangerous Discount

Holiday Gift Card Giveaways: A Dangerous Discount

How deeply embedded has the deal-of-the-day discounting mentality become in foodservice? Now it’s crossing over into a new realm. Four weeks out from Christmas, a large number of restaurants are offering 20 percent kickbacks to customers who purchase gift cards. Do these operators wind up actually making money?

Gift cards used to be a can’t-lose proposition for restaurants. They brought in cash up front, lur

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