| Encouraging Repeat Business through Loyal | | | | restaurant's list. Most likely he and other |
| Rewards: More Smart Marketing Strategies for | | | | customers will provide their email addresses, |
| Local Restaurant OwnersThere are few things | | | | allowing you to create a database of information |
| restaurateurs find more satisfying than watching | | | | about your customers. |
| their tables fill up with familiar faces. Repeat | | | | 3. Use this database to distribute special offers to |
| customers, the kind that keep coming back for | | | | past customers and drive business to your front |
| birthdays, anniversaries, or just to grab a quick | | | | door on slower days. For example, if your |
| bite on a Friday night, are crucial for the success | | | | restaurant is booming on the weekends but |
| of any restaurant. According to global | | | | typically sees little business Tuesday nights, send |
| management experts Bain & Co., repeat | | | | out an email on Tuesday morning to your |
| customers spend 67% more than do new | | | | customers inviting them to redeem a gift |
| customers. Thus, it is not only personally | | | | certificate for a free appetizer or entrée. |
| satisfying to see familiar faces return to your | | | | Explain that the offer is only valid for that |
| restaurant, but financially rewarding as well. | | | | Tuesday evening, and encourage your customers |
| But how do you turn a new customer into a | | | | to stop by and redeem the gift. Suddenly, your |
| repeat one? While ensuring that your customers | | | | restaurant will begin to fill up with customers who |
| receive the highest level of service and the best | | | | might have previously had dinner at home on a |
| food possible are crucial elements to encouraging | | | | Tuesday night. With a few simple emails, you |
| repeat business, there are strategies that can help | | | | have turned a slow night into a busy one by |
| you to proactively build relationships with | | | | reaching out to your customers and giving them a |
| customers and increase the likelihood that new | | | | reason to visit you again. |
| customers will become regular ones. | | | | The goal of the above strategy, which I call a |
| Previously, I discussed how smart marketing | | | | Loyal Rewards program, is to create "top of mind |
| campaigns that target new movers can help | | | | awareness"--to keep your business clearly |
| restaurateurs to expand their customer base by | | | | positioned in the forefront of your customers' |
| reaching out to new residents. While inviting a new | | | | minds. While you, as a restaurant owner, may |
| resident into your business is always a step | | | | forlornly pine after your customers during slow |
| forward, getting them to return should be your | | | | business nights, your customers will likely not think |
| ultimate goal. Here's how you can do just that: | | | | of you or your business unless prompted by an |
| 1. Restaurant owners should encourage their | | | | email, advertisement, or special occasion. In fact, |
| employees to approach each interaction with a | | | | they may always think of your restaurant as |
| new customer as a job interview. Hosts and | | | | their "Friday night" bistro, for example, unless you |
| servers should be friendly, well-dressed, and | | | | give them a reason--a Loyal Reward--to visit you |
| helpful. Explain to your employees that this type | | | | Tuesday night as well as on Friday. Thus, you |
| of behavior not only increases the chance that | | | | should make it your goal as a successful |
| the customer will leave a good tip, but also that | | | | entrepreneur to casually remind them of the |
| the individual will return to tip again in the future. | | | | great time they had the last time they visited |
| Each time a new customer enters your | | | | your establishment, and invite them to repeat the |
| establishment you are auditioning for their | | | | experience with a special offer. By doing so, you |
| business in the future--and the effects of a | | | | are encouraging repeat business by reaching out |
| negative first impression are very hard to break. | | | | to customers who you know already enjoy your |
| 2. After the customer has finished his meal and is | | | | services. |
| waiting for the check, ask that he provide an | | | | The bottom line is this: Loyal Rewards programs |
| email address for future correspondence. Explain | | | | work both ways. Your customers are rewarded |
| that your restaurant occasionally offers specials | | | | by showing their loyalty to you, and your business |
| and free meals to its most valued customers, and | | | | reaps the benefits of staying loyal to its past |
| that you would like to include his email on the | | | | customers. It's a win-win situation! |