The coupon book seems to have entirely beaten the financial crisis, says Communicate magazine.
November 28, 2009 9:23 by Sam Potter
“I was driving one day on Sheikh Zayed Road, and there were so many restaurants with 10 percent off deals and things like that,” she says. “I thought: If you could do a buy-one-get-one-free, and offer enough inspiration to go over to a beach hotel if you lived in Garhoud…. If you could get a complimentary main meal, for instance, that would drive you to travel that distance.
“So I did a feasibility study. I worked at an Internet café typing everything up. I went around and asked a few people. I found an investor, put together a project, went to all the government offices and thought, ‘If it works it works, and if it doesn’t I can always go and get a job.'”
It was an ambitious project; promotions and discounting were hardly uncommon in the restaurant business, but Benton always planned for The Entertainer to stand out. “From the start I had a policy that we don’t do percentages – it had to be a buy-one-get-one-free, and it had to be valid anytime. I didn’t want a tacky voucher book, I wanted an upmarket book where you could flick to any page and it would always be the same deal.”