Lunch with the FT in United Kingdom & Ireland: Dining Posted February 20, 2008 The FT deal, like the Times deal of a few years ago, gets people into your dining room. No, you won't make as much profit as with a normal TDH or carte table but the trade-off is that you get new blood in through the door as well as both existing customers and the "never to return" brigade.In the case of existing customers, treat it as a reward for loyalty. As for the "never to return" brigade, you never know who they'll talk to and they may have friends who do eat out more regularly. It's just another form of advertising, but a well-targeted one, and your establishment appearing in the FT offer is not the sign of a sinking ship, merely of one that would like to be busier than it currently is. I see very little difference between this offer and the usual practise of running a TDH menu at lunches and early evenings.