| Holding on to existing customers is much easier than | | | | back in. This doesn't necessarily have to be a |
| getting new customers in the door. While it is always | | | | discount, though it often is at many restaurants. |
| important to keep expanding your customer base | | | | Being more creative, however, can often pay even |
| and bringing in new diners, most restaurant owners | | | | bigger dividends. For example, an invitation to a |
| concentrate too much energy on, and spend too big | | | | special menu night, a themed event night or a special |
| a portion of their marketing on new customers at | | | | dessert or other treat event is going to draw |
| the expense of not retaining their existing customers. | | | | interest without requiring a discount or other profit |
| With a good loyalty program in place, this doesn't | | | | reducing measures. |
| have to be the case. | | | | Another option is to simply mail and info piece or |
| A loyalty program is applicable for all levels of | | | | newsletter that keeps the brand and location in the |
| restaurant service and style. Many restaurant owners | | | | customer's mind without directly calling them to come |
| who run more upscale establishments think that | | | | in or offering a reward. The best loyalty program is a |
| loyalty programs are only for bargain hunters and | | | | mix of these elements- rewards, special invitations |
| fast food type restaurants, but this isn't the case. | | | | and news. It should be delivered not more than once |
| A well planned and appropriately themed loyalty | | | | a week and usually only every other or once a |
| marketing plan will work for any establishment and | | | | month to be most effective. If it comes to often, |
| can bring a tremendous return on investment in | | | | people feel it is intrusive and then they opt out of |
| terms of increasing both frequency of visits and per | | | | getting anything at all. |
| ticket averages. | | | | The most cost effective loyalty program is run using |
| The loyalty program should be very easy to join. This | | | | an email program where customers can get deliveries |
| means customers should have to give a minimum of | | | | instantly and can print out coupons or other rewards, |
| information, and it should be very easy to contribute. | | | | and can also get links to the restaurant website or |
| Often this means a card to sign up is presented with | | | | other promotions. More expensive, though in some |
| the check at the end of the meal. It shouldn't ask for | | | | instances more effective is using a postcard or other |
| more than a name and an email address or mailing | | | | direct mail piece to reach the customers. Again, a mix |
| address. | | | | is often the best compromise, such as using email |
| To increase the conversion rate- that is the number | | | | most of the time, but sending a postcard at |
| of people who sign up, the reward should be inviting | | | | Christmas or on a customer's birthday. |
| enough. The most compelling reward is an instant | | | | No matter how you do it, if you want to have the |
| discount on the current check, or an instant reward | | | | most successful and highest grossing restaurant |
| such a comped dessert or beverage. | | | | possible, you will make a loyalty program a key part |
| To be effective the follow up must be regular and | | | | of your overall restaurant marketing strategy. |
| offer the customers a compelling reason to come | | | | |