Creating Sustainable and Profitable customers 

Consumers have evolved in recent months, demanding incentive deals to dine out.  Chain restaurants have stepped up with enticing offers, and independent restaurants are following suite.  This is proof that restaurants can no longer have a static passive approach to marketing.  All independent restaurants should have a short term and long term marketing strategy. 

The short term is simple – put out a deal and get people in the door.  The long term is where the profitable and sustainable customer base lies.   It is not enough to just put out an offer or coupon.  It is the restaurateurs’ responsibility to ensure that the customer’s experience will ensure repeat business, because the coupon is only a tool in the process.  There are many inexpensive ways that the restaurant can engage the customer and enhance their experience once they are in the door.  Regular training and tastings for the wait staff keep them in touch and assist with enticing the customers’ taste buds, which will hopefully increase the check.  Following up for real feedback on food and atmosphere is a start, but going a step beyond is memorable in a customers mind.  Treat customers like they are VIP’s with personal touch from management or Chef.   Personally invite customers to:

• enter to win a free meal or happy hour in a raffle
• ask for their email or mobile number for text and email marketing
• suggesting they join the restaurant facebook / twitter page

 These small gestures are essential in achieving customer loyalty.  When you have the ‘Customer Voice’ you have free advertising, which is a great reward for your small efforts. 

Krista VanDusen

BOG Team

www.BOGTonight.com

US Foodservice Philadelphia