Beyond BOGOF: 7 Takeaway Promotion Ideas That Build Loyalty, Not Just Traffic

Phil Ingram
Nov 26
4 min read

"Buy One, Get One Free." It is the bluntest tool in the marketing shed. Sure, it moves stock. It fills the kitchen with orders. But does it build a business? Rarely.

BOGOF (and other heavy discounting) trains your customers to wait for a deal. It attracts bargain hunters who will abandon you the moment your competitor offers 50p off. Worse, it slashes your margins to the bone, meaning you are working twice as hard for the same profit.

To build a resilient takeaway business, you need promotions that build loyalty, not just traffic. You want customers who order from you because they love your brand, your food, and how you treat them.

Here are your 7 creative, low-cost takeaway promotion ideas that protect your margins and turn one-time buyers into raving fans.

1. The "Secret Menu" (Insider Status)

People love feeling like insiders. Create a dish that isn't on your Just Eat or Deliveroo menu. Maybe it’s an extra-spicy "Volcano Burger" or "Grandma’s Special Dhal."

The Tactic: Promote it only on your social media or via a flyer in the bag. "Ask for 'The Special' next time you call."
The Loyalty Payoff: It rewards people for paying attention. Ordering it feels like a secret handshake, building a psychological bond with your brand.

2. The "Golden Ticket" Drop (Surprise & Delight)

Instead of discounting 1,000 orders, fully comp five of them.

The Tactic: On a busy Friday, pick five random orders. Place a "Golden Ticket" inside the pizza box or staple it to the bag. "TONIGHT IS ON US. Here is a voucher for your next meal for free."
The Loyalty Payoff: The winners will tell everyone. They will post it on Instagram, tell their colleagues, and become customers for life. The cost is the same as a broad discount, but the impact is 100x higher.

3. The "Local Hero" Perk (Community Connection)

Don't give 10% off to everyone. Give it to the people in your community who care about it.

The Tactic: "Nurses Eat Well on Tuesdays" (free side with any main) or "Teachers' Friday Treat" (free dessert).
The Loyalty Payoff: You position yourself as a community pillar. You aren't just a business; you are a supporter of local heroes. That goodwill converts into long-term support from their families and friends, too.

4. The "Ugly Day" Upgrade (Reactive Marketing)

When it is pouring with rain or freezing cold, no one wants to cook. Be the solution.

The Tactic: Post on social media: "It’s miserable out there. We’re sending out free garlic bread with every delivery tonight to warm you up."
The Loyalty Payoff: You are tapping into a shared experience. It feels like a gift from a friend, not a corporate promotion.

5. The "Review for a Reward" (Social Proof)

Online reviews are currency. Use your food to buy them.

The Tactic: Staple a card to the bag: "Love your meal? Leave us a 5-star Google review, show us on your phone next time you collect, and get a free Ben & Jerry's."
The Loyalty Payoff: It encourages a second visit (to claim the reward) and boosts your SEO, helping new customers find you.

6. The "Micro-Influencer" Care Package

Forget the big celebrities. Find the local person with 2,000 followers who lives three streets away.

The Tactic: Send them a DM. "Hey, love your local posts. We'd love to send you a 'Friday Night Feast' on the house. No strings attached."
The Loyalty Payoff: Authentic local endorsement. Their followers are your exact target market. It builds trust faster than any Facebook ad.

7. The "Birthday Club"

It is the oldest trick in the book because it works.

The Tactic: Offer a free main meal on their birthday.
The Loyalty Payoff: Nobody eats a takeaway alone on their birthday. They order for the whole family or a group of friends. You give away one meal to secure a £50+ order.

The Critical Last Step: Catching Them with meed

All these ideas create excitement. They bring people to your door or get them to pick up the phone. But if you let them eat the food and walk away anonymously, you have wasted the opportunity.

You must capture that customer so you can market to them again and again.

This is where meed closes the loop.

Every time a "Secret Menu" order goes out, or a "Local Hero" comes in, or a "Golden Ticket" is redeemed, make sure they join your club.

"Thanks for ordering! Tap your phone on this NFC chip (or scan this QR code) to grab your digital stamp card."

The Capture: It takes seconds. No app, no typing.
The Retention: Now they are in your system. You can automatically send them a "Happy Birthday" voucher next year. You can send a push notification when it’s raining. You can nudge them if they haven't visited in a month.