Coupons can meaningfully increase your restaurant's traffic.

Coupons for MY restaurant? It's unthinkable..

Coupons work for dog food, toilet tissue, peanut butter and glass cleaner. But for better restaurants??

Americans and Canadians are people who keep scissors handy- mostly for cutting coupons out of magazines, newspapers and coupon-centered publications. There's palpable excitement when you find a money-saving coupon for something you actually need.

But a coupon for an upscale eatery? Won't that lower my cachet, tread on my rep? These are difficult times, and with the taxpayer bailouts of the financial industry at gargantuan and historic proportions, times may get tougher. You need tools to get out ahead of potential traffic fall-offs. Frankly- it's the economy my friend- and people want to save money, save money and save money. Coupons are inexpensive.. and they work. Discretionary income is down, squeezed by inflation, the cost of living, and the shift of total expenditure to the purchase of energy and groceries.

Tips on good couponing: Make a meaningful offer- "One entree at full price, and the second at half price." Want to offer a free glass of wine? Make it specific, and increase the perceived value. "Free glass of Reserve Cabernet Merlot Franc 2004 Hawke's Bay- an impressive wine with bold flavor and robust character."

Don't bother with putting an expiration date on your coupon in the hope that will get people to act more quickly. That may work with staples, but with your clientele, give them the freedom of choice and respectable discretion. You can distribute coupons in a variety of ways.  One way is to let coupon-hunters find you!  Check out the savings concept at Restaurant.com and see if it would work for you.

The touch of class is in the fine print at the bottom of the coupon: "You don't have to actually bring in this coupon.. just mention it to your waiter, or let us know when you call for reservations."