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.