Converting first-time customers into regulars is crucial for any restaurant's sustained success. Establishing a base of repeat customers not only bolsters revenue but also creates a loyal customer base that can serve as brand advocates and contribute to the establishment's long-term viability.
If in 2024 you’re still debating the importance of investing in data, loyalty, and automated customer touchpoints, consider this: research indicates that returning customers are willing to spend 67% more than new patrons. While 59% of US customers state that once they become loyal to a brand, their loyalty is lifelong, 86% of loyal customers will refer your restaurant to their friends and family. The statistics speak for themselves. To enhance profits and expand your business, prioritizing transforming first-timers into brand enthusiasts is essential. In this blog post, our Appfront experts will dive deep into top tactics to ensure your guests return and become your biggest fans.
- Prioritize First Impressions: The initial impression a customer receives sets the tone for their entire dining experience. It's important that from the moment they interact with your brand, they are welcomed with convenience, prompt and efficient service, and an inviting ambiance. Studies have shown that this first interaction significantly impacts their likelihood of returning for future visits. The same goes for online ordering, where factors such as freebies, personalized touches, responsive customer service, user-friendly web design, and a transparent ordering process, make all the difference.
- Make They Visit Three Times and That These Visits Are Their Best: Research shows that focusing on the first three visits is crucial, as it shapes a guest's perception of your establishment. These initial experiences are the foundation of their relationship with your business. Ensuring these initial visits are exceptional can greatly increase the likelihood of them becoming loyal customers. The goal is to have guests visit at least three times and invest in every aspect of their dining experience, making each visit memorable and rewarding. To make a lasting impression, consistently deliver outstanding service and quality. Each time a customer purchases from your restaurant, they should feel special and finish the meal looking forward to their next dining experience.
- Leverage Personalized Touchpoints: Personalized touchpoints, which involve using customer data to create tailored interactions, significantly enhance the dining experience. Restaurants gain insights into individual preferences by leveraging customer data, behavior patterns, and historical interactions. Personalized touchpoints could include customized email and SMS campaigns, special offers based on previous orders, upsells, and personalized touchpoints on special occasions. These small but meaningful interactions make regulars feel like regulars even as the business scales.
- Drive Behaviors: Creating a positive first impression and maintaining high standards is essential, but driving the right behaviors can further encourage repeat visits. One effective strategy is drip campaigns, also known as customer journeys. Drip campaigns involve sending a series of targeted communications to guests over time. This can include personalized emails, special offers, and updates about new menu items or events. By guiding them through a carefully crafted journey, you can keep your restaurant at the top of your mind and build a deeper connection with your guests.
- Showcase Your Top Sellers: Throughout the customer journey, it's crucial to emphasize and showcase your most popular and highly recommended dishes. By actively encouraging guests to try your best offerings, you can significantly elevate their overall experience and satisfaction, thereby increasing the likelihood of their return visits. Incorporate these standout items into your promotional materials and ensure they are prominently displayed and easily accessible on your menu for maximum impact.
- Incentivize Them to Come Back: Utilizing incentives is a key strategy for increasing customer loyalty and encouraging repeat visits. By offering discounts, buy-one-get-one-free deals, and implementing loyalty programs, you can create a strong sense of value among your guests. These promotions not only entice customers to return but also foster long-term loyalty to your brand or business.
Turning first-time guests into regulars is about more than great food. It's about creating an exceptional overall experience that keeps them coming back. And it all starts with making a stellar first impression. Focus on this, provide consistent quality, and use strategic incentives along with customer journeys to drive repeat visits.
