Get Diners Back Again & Again

Loyalty campaigns that bring customers back again and again.

Can you quantify how much revenue your restaurant generates through loyalty and can you increase it? These are numbers to obsess over and it all starts with knowing your Average Total Visits (ATV).

Example

A restaurant has been open for 3 years

Number of diners who made a booking = 21,000

Average total visits per person = 1.5

Average table size per booking = 3

Average spend per person = $75

Total revenue = 21000 x 1.5 x 3 x $75 = $7.1M

But, replace average total visits with 2 instead of 1.5 and...

Total revenue = 21000 x 2 x 3 x $75 = $9.5M

In this example, increasing ATV by just 0.5 increases revenue by over $2M.

If you looked at your customer database, and looked at the column for total visits, there's a good chance it looks a bit like this;

80% of database, total visits = 1

10% of database, total visits = 2

5% of database, total visits = 3

3% of database, total visits = 4

1% of database, total visits = 5

1% of database, total visits = 6+ 

Very often, customer databases are heavily weighted to one and two-time diners and loyalty marketing is a bit of a one size fits all. 

Have you considered customising your loyalty marketing to create unique content for each segment of your database, where the segments are total visits?

For example

Automated 'Thank You' email to first-time diner:

"Hi James, 

Thank you for dining with us yesterday, we hope you and all of your guests loved your experience with us.

If you're already thinking about your next visit, I'd love to invite you back with an offer of a complimentary round of drinks...."

Vs.

Automated 'Thank You' email to fifth-time diner:

"Hi James, 

Great to have you back yesterday, As always, our team loved hosting you.

Next time you dine, please let me know (this is my personal email address) as I'd like to arrange a small gift for you, a token of our appreciation and a little welcome to an exclusive club of loyal diners..."

The goal of loyalty marketing is to increase average total visits. 

But we achieve that by increasing 1s to 2s, 2s to 3s, 3s to 4s and so on. 

With a more personalised approach, you can increase the likelihood of increasing ATV and compete against the constant allure of trying somewhere new.

Pro tip: Go beyond email flows and align your entire team around the goal of increasing ATV.

Example

Wait staff: "Is this your first time dining with us...?" 

5 mins later

Wait staff: "As this is your first time dining with us, the chef wanted to welcome you with this complimentary amuse bouche..."

This is where front of house and kitchen are aligned to help increase the loyalty of first-time diners. Loyalty marketing works in tandem with guest experience.

Creating customised email flows based on total visits is just one of the many new updates to our restaurant growth package.