Distinguish discount value from sales growth
Discounts may accompany a successful promotion, a contracted arrangement or an exceptional adjustment. Review the discounted amount, revenue and covers together. A rising discount total can reflect increased trading volume rather than a worsening discount policy.
Keep periods and scope aligned
Use the same venue, date range and revenue basis when comparing discount ratios. Group-level totals can hide one venue’s concentration. Daily comments and reasons help explain unusual movement before it becomes a month-end question.
Ask what evidence would justify a policy change
Compare the current pattern with the agreed budget or historical baseline where available. Missing targets should be labelled as missing rather than interpreted as zero tolerance. A discount report supports review; it does not establish the commercial terms of an offer.