The secret ingredients to fill your restaurant
You have spent time creating a seasonal menu, sourcing quality produce and hiring the best staff. Your restaurant is full, but how do you keep those seats warm by encouraging guests to return? Livebookings’ marketing director, Renette Youssef, has the answers.
1. Building your database
Collect the following as a minimum when guests book by phone, online or walk in: full name, email address, special dates – e.g. anniversaries, birthdays or ask “have you dined with us before?” This will help you ascertain if it is a celebration or business lunch which will lead to additional data capture or a PA’s email for a business regular.
2. Communicate regularly
Don’t let your guests forget about you, but remember, if you email more than twice a month, they may well unsubscribe. Send emails about new menus, special events or special offers. Remember to always let the guest opt-in and opt-out of your communications.
3. Be relevant
Invite them back for special events by offering an incentive such as a birthday cake, which will lead to alcohol sales and friends joining them! Not only will you create loyalty, but you will also gain new guests and their contact details.
4. Plan your marketing calendar
- Market yourself for the big four: Valentine’s Day, Mother’s Day, Christmas and New Year’s Day.
- Get your guests to respond with a clear call to action, such as “book online”, placed high up in the email.
- Planning will result in better execution and better results. Aim for one promotion a month and always plan loyalty initiatives for quieter times.
5. Analyse what worked
Was it the offer? Was it the day you sent it? Repeat what works to keep seats warm.
6. Keep your data clean
Remove unsubscribes and bounce backs. Update changes of address and always update your database with new guests.
