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Just because someone comes in once a week doesn't mean they are loyal to your brand; in fact, they probably go out multiple times in the week to different places and are always on the lookout for the next best thing.
So what about the people that dine with you only a few times a year?
This may be their only time they go out, and they always pick you. They are committed and loyal, and whenever anyone talks about where to go out for dinner, they speak about your restaurant like they have a vested interest.
So how do you reward these people with their loyalty? How do you know who they are? By building a list of your guests, engaging with them, and tracking their interactions. Soon you will find out who is a superfan by the links they click, the emails they forward, and the guests they refer.
We tend to do a lot of talking. Reflecting on this must-read book by Danny Meyer, a guru in the hospitality game, is we need to build relationships with our guests, and the best way to do that is by listening. Whether it's during service or through digital communication.
"There is no stronger way to build relationships than taking a genuine interest in other human beings and allowing them to share their stories." Danny Meyer
When was the last time you just sent out a message to your guest saying - "Hi, just checking in and was wondering how you are doing?"
Try it; the results will surprise you!
But don't take our word for it; read the book.
SETTING THE TABLE BY DANNY MEYER
Develop your email strategy to provide useful, engaging information by personalizing your emails, and these contacts will become guests, and guests will become superfans.
Building a network of superfans will consistently increase your revenue.
Got 60 seconds? Check out the video
Creating advertising that only results in a guest visit is a linear approach to marketing your restaurant.
Spend a $1 get a $1 way of thinking.
Somewhere with the digital age introduction, restaurants lost focus on the best form of marketing that has always worked in the past.
Word of mouth, one friend tells one friend, then those two people tell two people, and then those four people tell four people, then those eight people tell eight.........and it keeps doubling.
So how do you utilize digital to help nurture the word of mouth process?
By building a list of actual guests that have dined at your restaurant, you nurture them into a network of superfans. Then by personal engagement and rewarding them for introducing new guests, you will be giving them the opportunity and tools to spread the word.
As you grow your network of superfans, you will consistently increase your revenue.
