Focus on Devoted Customers

In blogs, articles and podcasts, we (at Spinning Plate) talk a lot about current, loyal customers and the assortment of tactics to get this group to talk about you, visit more, spend more, and elevate the way they think about your restaurant and how it applies to their lives. And what’s interesting is we continue to get requests for concepting strategies and tactics targeting new users. We’ve never met a prospect that asked, “Could you help us increase the relationship we have with current guests?”

Please understand….getting new clients is absolutely a vital component to increasing the baseline number of customers. But we hope you consider loyalty programs, calendar marketing, and value-based programs after absorbing the following numbers.

This appeared in the American Express Briefing publication on line:

“Our research confirms the importance of repeat customers to tableservice restaurants – in family dining, they account for 75% of sales; in fine dining for 60% of sales.”
You read that right…in family dining loyal customers account for 75% of sales! That’s huge!

Here are 6 simple ideas for reaching out the people who already love you.

Thank them for their business. Literally. If you see them on a regular basis, go over to their table, ask if you could sit for a minute while they are waiting for their food and talk with them for a few minutes. It makes a guest feel so good when a manager or owner acknowledges them. And it will make them feel especially good to know that you notice.

Send a handwritten thank you note. When’s the last time you personally received a handwritten note from a retailer? Exactly.

Give them a free entrée certificate to use at a later date. Let them know you’ll buy one entrée when they bring a friend or two in to eat with them.

Offer them something special – something that is not available to the general public. Through your monthly e-mail or newsletter program, offer this loyal group a buy-one-get-one free entrée on a slower night.

Offer a loyalty program – but on a limited basis only. And for a limited time only. Give out a loyalty card (whether it’s points or a frequency card) to certain loyal guests. Maybe you limit it to 50 people. But keep it at the restaurant for them so they don’t have to give it you each time they’re in. For example, if they bring a client to lunch, they automatically get rewarded. They don’t have to whip out a card in front of their client.

If they are an A-lister (meaning if they come in at least twice a week) pick up their lunch or dinner. You only need to do this once a year. For the cost of a new customer, this authentic, generous gesture will go a long, long way.

Take care of those who have taken care of you.

Be Proud

This video is for anyone who has worked in the front-of-the-house, back-of-the-house, at the counter, as a cook, a vendor, supplier, manager, or owner of a restaurant. In tough times, it’s hard to see the forest through the trees. But remind yourselves that you are part of a powerful, vibrant industry – one to be proud of. Thank you to the National Restaurant Association for this video. Enjoy. http://www.restaurant.org/aboutus/video/index.cfm

Taking LSM to the Web

You’ve probably been hearing about on-line micro communities. If not, then by definition a micro community is a community of bloggers, doers, thinkers who share a common interest. And you will find active on-line discussions amongst micro communities.
For example, maybe your chef is passionate about using aged balsamic vinegar – uses it, talks about it, enjoys shopping for it, and loves to find people who can appreciate the taste of it. Believe it or not, there are micro communities who are passionate about aged balsamic vinegar. They are out there -- I just Googled it and a number of postings appear. So as a savvy marketer, you can find these groups, tell your chef about it so he or she can start dialogue. And the rest is history.

To learn more, see Seth Godin and others talk about this topic. Here's the link: http://www.openforum.com/dtw/video_multi_whatiscrowdsourcing.html

Name tags...what's the big deal?

It’s always good to go out and shop and see the world through a customer’s eyes. Not just at your own place of business, but at other restaurant and retailers as well.

Last week, I was shopping at Best Buy with a friend and her children. While we were only there for about 15 minutes, the entire experience was a great one. From the time we entered and were greeted, to the time we spent with the salesperson on the floor, all staff members were helpful and tolerant of our endless questions.

And then it came time to check out. Our register person was a neat kid – young, clean- cut, conversational – all the things you hope and pray for when it comes to hourly help.
As we were leaving, we thanked him by name. After all, his name was on his name tag. But it was the lame “Hello My Name Is” tag that you get at networking sessions or Chamber meetings. So of course I said, “Hey, are you new?” Instantly, I was thinking that he was a new employee – hence the happy smile and good disposition. “No,” he said. I’ve been here for two years.” Two years. That kid has been there for the two years and he’s wearing a sad little temporary name tag. Doesn’t he deserve more? A name tag that proudly displays his name.

I’ll give Best Buy an A for having a name tag. But… come on.
I know hourly employees come and go and you’re thinking “so why spend the money?” But there are lots of ways to provide name tags that are customizable. So if any employee leaves, you can tear off their name, print a new name on the hand held machine and stick it on there. There are reusable options.

And if you don’t utilize name tags at your store…shame on you. The sweetest sound to a person is their name. If a name tag program is in place, customers aren’t forced to yell “Hey Mister, Sir, Missy, You!” when they need something.

And name tags inspire that personal touch…something we are all aspiring to achieve.

Philanthropic Programs with Panache

Kudos to Pastiche Modern Eatery in Tucson, Arizona. Not only do they give back to their community, but they do it in an imaginative way that engages the customer.

Here is a link to their website to find out more. http://www.pasticheme.com/whats.html#gooddeads

Another great example of building sales, relationships and loyalty!

Kitchen Nightmares Sheds Some Light

Say it isn’t so! It looks like Chef Ramsey’s Kitchen Nightmares showed its last episode in December. Ugh! For someone who doesn’t watch much television, I am bummed that it won’t be airing. Because that was “good TV”!

And the best part – Chef Ramsey always had a local store marketing component. Thanks Chef for showing the world that marketing your restaurant can be as simple as hosting a tasting event in the parking lot (remember the episode where a restaurateur sampled his famous meatballs to passersby).
If you want to see past episodes of Kitchen Nightmares visit: http://www.fox.com/kitchennightmares/


Local Store Marketing is not about glitzy ad campaigns, or big television budgets. It’s about reaching out (literally) to people who live or work right around your restaurant. And yes, sampling is one simple tactic that will help you introduce yourselves to prospects.

Look at Mrs. Fields Cookies – a company that was built on sampling. In 1977, Debbie Fields, founder, opened her first store. By noon on opening day, she hadn’t had any customers. So she filled a tray, went out, and gave passers-by samples of her cookies. It wasn’t long before people started to pour into the store and buy. Today, her stores use the same sampling technique – people walking by are invited in to sample free cookies. Who could possibly resist?!

The Time is Now

In any newspaper across the country, we are reading headlines like “Business is down due to slow economy.” And in the last two days I’ve talked with restaurant chains who are reporting a 5% to 20% decline is sales year-to-date. No doubt, there are economic factors that are affecting retailers and restaurants around the country. If there ever was a time to “hunker down”, regroup and get focused on sales – that time is now.

Here are 4 local store marketing ideas focusing on current guests and potential guests who work within a 5-minute drive from your store.

1. Existing customers are the best prospects. You don’t have to spend time, money and energy trying to connect with them. They already love you. Come up with new items or services that appeal to them. And don’t be afraid to ask them to help you market your business. For example, give them flyers or delivery menus to take back to their office to share with the office manager or other employees. Buy them a side or soft drink for their help. If 10 customers help you, you could potentially reach 100 or more people without ever leaving your store.

2. Turn an occasional customer into a regular one. Shorten the purchase cycle of existing customers by giving every customer a bounceback offer featuring an aggressive discount. The key is to include a short redemption period on the offer. For example, if your customers are eating at your restaurant an average of one time a month, then create an offer that expires in 10 – 20 days.

3. Focus on increasing your overall ticket average. To increase ticket averages, focus on one product each week and educate the front-of-the-house staff on how to suggestively sell the item to each guest. This in-store strategy will allow you to build sales without having to leave your restaurant. Depending on your product mix and available add-on items, you may decide that a realistic number might be a 25¢ increase per check or $1.00 per transaction. Whatever amount you decide upon, set a goal and share it with your restaurant staff so everyone is on the same page. With a concentrated effort from your restaurant staff, you have the power to achieve whatever goals you set.

4. Conduct a meet-and-greet with area corporations. Build relationships with local businesses and in turn, you’ll gain new customers from referrals and internal recommendations. All relationships take time to grow. But you’ve got to start somewhere. So start with neighboring corporations that are likely to dine with you. Drop off samples and offer a smile. You’ll probably make someone’s day. When visiting businesses, ask for the person in charge of planning employee events, client gatherings and office events. This could be the Human Resource Director, office manager or executive assistant. Introduce yourself to that decision maker and give them a free certificate for dinner or lunch (if they aren’t familiar with your restaurant), copies of your menu and coupons to give out to employees.

Try implementing one of these ideas each week for four weeks and monitor results. It'll be worth the effort.