Like many skyward-rocketing Internet-based platforms, Groupon has a dubious reputation. On one hand, it’s lauded as a business-saver that could bring in thousands of customers in a day. On the other, many business owners claim the dirt-cheap joint promotions don’t make them any money after Groupon takes its cut. Moreover, there can be so many uptakes on an offer that stores can barely offer the quality of customer service that will retain new customers.
 
Luckily, some forward-thinking pizza chain owners seem to have cracked the code on making the most of the communal initiative. Pizza Fusion owner Vaughan Lazar has done the cost benefit analysis of Groupon as a new customer acquisition tool. He believes he paid a lot less to reach customers with it than he would have with print or e-mail marketing.
 
“I think we ended up paying 4 cents per impression,” he said. “The cost per customer acquired was $4.95 per Groupon (coupon). With e-mail marketing it’s about $25; direct mail, $8.23. The average restaurant, according to MerchantCircle.com, says a restaurant will pay $38.75 for new customers.”

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