The experience someone has at your restaurant needs to be exceptional. When you base your restaurant on wining the transaction vs winning the guest, you will have difficulty building a sustainable business.
David Meerman Scott says in his book Fanocracy,
To be successful in a world where fans rule, we must be convinced that relationships with customers are more important than the the products or services we sell to them.
Building a relationship with someone who has never heard of your restaurant to a superfan takes commitment and a plan.
But don't just take our word for it; read the book.
Fanocracy by David Meerman Scott