#376 - How to Turn First-Time Customers into Regulars
Regulars are the life-blood of most businesses, and they all started with a first visit. My first visit to a classy restaurant recently had me thinking of all the small things that could be done to ensure customers come back a second or third time. The food was great and the service accurate, but there were many missed opportunities. How do you know it's a first visit? The welcoming statement should gather information so you can tailor the service and make the visit special. This can be done quickly and easily with two questions: 1. 'Have you been here before?' Whatever the answer, this is the opportunity to give more information about the food and special features, how long you're been open, best place for parking etc.
2. 'Is this a special occasion?' A birthday? We've got candles. Visiting the area for the first time? Share some information about the location, things to see etc. Can't be bothered cooking? Talk about customer favourites on the menu.
Service for first-timers may need to be a little different to what's offered to regulars:
- Share information in small chunks, rather than one long speech at the beginning. Take several opportunities to talk about the specials, the menu, the beverage choices, the dessert and any special events coming up.
- Who's looking after us? Server teams can be confusing for customers - some venues have a group effort for service, but there needs to be one person who's 'wide eyed' and watching out for the needs of each table. And a supervisor who's watching how they're watching!
- Gather contact details for later. With my account at Adelaide's great Good Life Pizza, I received a small card asking for an email address. Ask and you will receive...don't ask and you'll never have a customer list.
See 15 Ways to Build a Customer Database
- Offer other ways to stay in touch. If you have a business Facebook Page or Twitter updates, mention it on the menu or on a sign - MANY people will 'checkin' right there and then!
- Remind them where they are. This may sound odd, but many customers don't know the name of where they are, especially if others brought them. When they look around, there's often no name on walls or staff uniforms - nothing! Simple signs or decorative elements can remind them - how is this at your place?
- Send them off with a souvenir - a business card and a copy of the menu. You never know where they will end up! Remind them about your website: 'it's on the card and on the menu'.
- Follow up with a postcard - your feedback form may also ask for a mail address. In my café I would get about 25% of people giving an address on their feedback form. Once a week, a waitress would sit down with a pile of postcards and send a simple greeting from me. How were they to know it wasn't my handwriting? In the age of email, hand-written notes are more powerful than ever.
- The final taste lingers - what was it? A nice dessert, good coffee, a glass of something special, a warm farewell, a good laugh?
More Resources for the New Year Refresh:
Use these Resources to Make 2012 a Great Year:
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2012 Training & Events Calendar
>>> Starting a Cafe or Restaurant Workshop Sydney 11 February or 24 March, Melbourne 3 March 2012
>>> Clubs+ Dynamic Online Marketing Workshop and Webinars Workshop in Sydney 21 Feb, or Webinars start 22 Feb
>>> Clubs+ Business Essentials Workshop - in Melbourne 29 Feb - 1 March
>>> Clubs+ Melburne Food & Wine Tour - 1 - 4 March
>>> How to Create a Great Beer Venue - Special Dinner in Melbourne 1 March
>>> Fine Food Queensland - the state's major Trade Fair 11 - 13 March
Share your Comments and Suggestions: With warm regards -
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Restaurant Management
