Marketing To A Loyal Customer Base

Marketing To A Loyal Customer Base
By Dwayne Reno

To a foodservice operator customer loyalty or brand ambassadors are worth their weight in gold.

Do you know who your loyal customers are, and are they included in your marketing campaigns?
A loyal customer is often at your restaurant, bar or café more than once a week.
Their average cheque size might be small, but the frequency of their visits and wiliness to tell friends will be of great value to your restaurant, bar or cafe overtime.

This week’s article will look at the benefits of marketing to your loyal customer base and provide tips that will help your upselling and average cheque size.

Loyal customers are your brand ambassadors
Your loyal customer base will provide great word of mouth marketing. They will tell others within their inner circle about your restaurant, bar or café, and require no fee to do so.
They might not spend very much per trip, but visit so often that over time it adds up.

How to Capitalize: Merchandise is a great way to say thank you for your loyalty, and encourage word of mouth. With the holidays just around the corner consider giving your loyal customers
free merchandise, t-shirts, drink coasters or pens as a thank you for their repeat business.

They tell their friends
Their friends are an untapped resource and many loyal customers are more than happy to bring friends and neighbours to your restaurant, bar or café. The additional customers will come at a
very low cost to you and will increase new trials at your location. Your prepared goods and service now have to live up to the seal of approval given by their friend and your loyal customer.

How to Capitalize: Having a “refer a friend” special or group discounts for customers who refer friends is not only a great idea, but it can help you track who is actively encouraging friends and family to visit your restaurant, café or bar.
Also make mention of these discounts and specials on your in-house marketing creatives.

They are a great test market
A loyal customer base is great for testing new menu items before they are added to your menu. Also if you have a staff member who is under preforming they will be the one who brings this to your attention.

How to Capitalize: Before adding new menu items be sure to let your loyal customers have a taste. Not only will this increase customer loyalty, but it can provide you with great customer feedback before the items hit your menu and in-house marketing ads.

Until next time your customers want to know why they should spend money at your restaurant,
bar or cafe. So give them the goods!

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