When we design the mailing postcard, first we want to target on two different market in city of Chicago.

First target is the American community around the restaurant (North side)
 and other twos are Chinese community (Bridgeport & Uptown Argyle)

 

And we have analyzed the markets, and give two deals towards to American & Chinese markets.

American market's deal is "Buy one pound clawfish, second pound free".

Chinese market one is "$25 gift certificate when purchase $50 or more".

 

Chinese market consumer likes to go to famous or familiar restaurant.
Since The Rim Seafood's location is out of our targeted audience, we have to provide a good deal to attract them.

Also, "$25 gift certificate when buying $50", sounds like "50% off".

Even through it won't be literally half price off, but it is still very attractive to Chinese customer.
This coupon is very good for first time customer to try their food.

 

On the other hand, althrough $25 gift certificate deal sounds terrific to Chinese customer,

to American, this kind of good deals are too good to be ture.

Usually price line stands for restaurant's quality line.

When there is a extreme deal shown on the market, people will doubt it with negative thought.

Such as "low quality", "bad management",etc will come to customer's mind.

Eventually, this restaurant will easily be associated with cheap deal to the customer.

That's why we create "buy one pound clawfish get another pound free" to attract customer.

It is a good deal and it won't create negative impact to the restaurant.