For most restaurants, keeping track of revenue is second nature. Food and drink sales, bookings, and events all have their place in the numbers, helping you understand what’s working and what to plan for next.
Gift vouchers, however, are often treated differently. They tend to get filed under seasonal sales opportunities or operational tasks, rather than a revenue stream worth tracking closely.
But the data behind your gifting programme can tell you more than you might expect. Here’s what it should be telling you, and how you can use it to grow your voucher revenue.
1. What’s selling and how customers are buying
Not all vouchers perform equally. A tasting menu for two might consistently outsell an afternoon tea experience. A monetary voucher at a particular price point might convert better than a more expensive experience package.
Without digging into the data, it’s easy to keep promoting the same products without knowing what’s driving sales. And that means missing the chance to do more of what works.
If a particular experience is consistently outperforming everything else, it deserves more visibility online, in your email campaigns, and in your venues. If a voucher isn’t gaining much traction, it might be time to tweak it or replace it entirely.
Giftpro makes these patterns easier to spot. You can see your bestselling vouchers, track sales performance and understand how customers are choosing to buy and receive their gifts – without spending hours pulling data together. Less time on the numbers, more time acting on them.
2. When your customers are purchasing
You’re likely aware of the big seasonal gifting peaks. Christmas, Valentine’s Day and Mother’s Day send voucher sales soaring every year. But if you’re not tracking voucher performance outside those peaks, you could be missing out.
Are there smaller occasions driving consistent sales throughout the year, like birthdays, anniversaries or end of term? Is there a month that unexpectedly performs well? Or a quieter spell that a well-timed promotion could help fill?
Without the right visibility, these patterns stay hidden. You know the big occasions but miss the smaller ones – and with them, revenue.
Giftpro’s reporting shows you exactly when demand peaks across the year. So if end of term gifts spike in March or corporate gifting picks up in November, you can plan campaigns around those moments and use them to drive revenue.
3. How your gifting performance is changing over time
Knowing what’s selling and when is valuable. But the question that ties it all together is whether things are actually improving.
Are voucher sales growing year on year? Is your conversion rate getting better? Are the campaigns you’re running leading to more sales? Without tracking performance over time, it’s hard to know whether the decisions you’re making are working, or whether there’s still an opportunity you’re not capturing.
Giftpro lets you view performance across any date range, so you can compare periods, track trends and see the impact of changes you’ve made. For restaurant marketing teams that are constantly being asked to justify spend and demonstrate ROI, being able to show how gifting is growing and contributing to the business overall makes a much stronger case for investing further.
Make your gifting work harder with Giftpro
Good reporting doesn’t just tell you how many vouchers you’ve sold. It tells you what’s driving those sales, where the opportunities are and whether the decisions you’re making are working. That’s what turns gifting from a number on a spreadsheet into a revenue channel you can actively grow.
Giftpro gives restaurant marketing teams everything they need to do exactly that. Built for busy hospitality teams, it makes seeing, tracking, and growing your gifting revenue straightforward – without adding to your workload.
Find out more about how Giftpro can help you grow your gifting revenue.
