How can you encourage repeat business in your restaurant?

Great food and atmosphere certainly help shape a good brand, but the true performance metric is how accurately a restaurant lives up to the reputation it wants to create for itself. It’s up to you, the restaurateur, to clearly define the experience you want to create, then ensure that this experience rings true through every step of the meal.

To cultivate repeat business in a restaurant, prioritize consistent quality in food and service. Implement a loyalty program, engage customers through personalized experiences, and communicate regularly through various channels. Introduce special offers, update the menu, and maintain an inviting ambiance. Uphold excellent customer service, optimize your online presence, and strategically host events to attract patrons during slower periods. Through these measures, establish a strong foundation for customer loyalty and sustained business growth.

The journey towards fostering repeat business within a restaurant is an art, finely brushed by the acumen of its servers. Elevating these personnel from conventional waitstaff to astute advocates of the gastronomic expedition is a strategic imperative, and the linchpin in this endeavor lies in a rigorous and comprehensive server training program. Fundamental to this educational initiative is the cultivation of an exhaustive understanding of the culinary repertoire, including an intricate grasp of the menu's composition, ingredient intricacies, and the finesse of various cooking techniques. Such knowledge empowers servers to transcend the conventional role of order-takers and assume the mantle of culinary guides.

Value propositions articulate what sets your restaurant apart from competitors, why customers should choose you over them, and how you will meet their needs in a way that is valuable to them. When crafting a value proposition for your restaurant, it is important to consider the various elements that make up your offering. This includes food quality, restaurant customer service, atmosphere, restaurant promotions or restaurant discounts, and any other restaurant unique offerings or experiences you provide. Additionally, it is essential to understand who your target customers are and how your value proposition directly speaks to their needs.

To enhance quality and value in a restaurant, prioritise a diverse, high-quality menu with local ingredients and ensure exceptional service. Maintain a comfortable, stylish ambiance and uphold consistency in food quality. Value customer feedback for continuous improvement. Engage in community activities and offer unique dining experiences like themed nights. Efficient operations, special offers, and loyalty programs attract and retain customers. Embracing sustainability practices appeals to environmentally conscious diners, differentiating your restaurant in the market.

Tasting sessions, serve as an indispensable facet of server training. These sessions imbue the staff with firsthand familiarity of each dish's flavor profile and nuances, thereby affording them the ability to articulate the epicurean narrative with authenticity and passion. Storytelling, in this context, emerges as a skill set of paramount importance. Servers are trained not merely to relay menu details but to weave narratives around each dish narratives that encompass the chef's inspiration, the provenance of ingredients, and the cultural tapestry from which a particular recipe is drawn. This art of gastronomic storytelling transcends the transactional, elevating the dining experience.

Defining your brand identity is the first and arguably the most critical step in creating a unique brand. It involves identifying who you are, what you stand for, and what sets you apart from competitors. In a world where consumers are bombarded with advertising on a daily basis, it is crucial for businesses to stand with their Unique Selling Proposition (USP) which is compelling and also resonates with the target audience. Creating a brand that reflects your company’s values and personality can attract the right customers and build loyalty. It may seem daunting, but with the right approach and strategy, you can create a brand identity that truly represents your business.

Establishing a unique identity for a restaurant is crucial as it sets you apart in a competitive market, creating a memorable experience for diners. This identity, reflecting in your menu, service, and ambiance, attracts a distinct customer base and fosters loyalty. It embodies your culinary philosophy and brand ethos, resonating with customers seeking unique dining experiences. A strong, distinctive identity helps in building brand recognition, encourages word-of-mouth promotion, and ultimately contributes to the long-term success and sustainability of the restaurant.

Regardless of what you do, relationship has, is, and will continue to be one of, if not, the most powerful and rewarding things you could ever do for your life. An established business is but one facet of life you can apply this to. When I was in Sales, relationship was everything..every interaction was unique and special. Our prices were competitive, but not the best in town. Business flow was heavy and consistent regardless. People would regularly state, “I love shopping here because it’s an intimate, homely feel.” It was genuinely the reward. I apply this value now,as a leader in Housekeeping, it pays serious dividends. People are very receptive to genuine regard. I’ll continue to apply this to everyone in my life. Win win.

Let's talk about USP's. (Unique Selling Points). These are the things that make you different. They make you stand out from the rest. Now, some will look at USP's as sophisticated strategically developed aspects of your restaurant that is different and wonderful. Yes, that is part of it. But let me list some USP's I have come across in my career...(These are real) 1. A waitron who starts her greeting with, I'm so happy you came to our restaurant!!! 2. A chef who handles every complaint herself, with empathy and care. 3. A floor-supervisor who buys cheap, but fun toys and hands them out to every child. 4. A cleaner who plays the guitar, and just comes out of the kitchen to play a song. Being unique does not have to be expensive. Just care.

If you’re looking for a sustainable business and there are multiple ways to do it but a key factor is creating customer engagement. With many competitive restaurants and different concepts, keeping your customers engaged requires commitment and dedication. Repeat customers should be your target as they spends up to 67% more than a new customer. They contribute to recurring and dependable business. According to a Harvard Business School study as a 5% increase in customer retention leads to a 25% to 95% increase in profits. A customer centric approach is to obtain timely feedback which is crucial to identify and improve on customer expectations This helps to retain a unhappy customer by addressing his concerns.

We all like positive feedback. Everybody does. but as humans we are built to react emotionally to negative feedback, even if it is constructive. It is a human condition. In Business, in Hospitality, this is a problem we need to deal with. How are we supposed to fix those things which are not working if we don't know about them? How are we supposed to know about them if we avoid knowing about them? In Hospitality we must find ways to suspend our very human and natural aversity to negative feedback. We must embrace the principle that ALL feedback is good... because it gives us the information, we need to keep doing the right things right and as for the wrong things... we can do better. Engage with your patrons. Hear their voice. Thrive!

It’s simple and it’s all about designing and creating amazing environments, moods and experiences. Smell, light, music, style etc and attention to detail to attract keep and make return trips from your targeted demographics. Get the service 10000% right and good food. Don’t over complicate it, it is the above.

Associate your Guest’s name with their face and use it. Commit to memory one or two details about their life or work, and inquire about those things during their next visit. Everyone likes to feel like a VIP and like family, and customers are loyal to those businesses that deliver that emotion.

More people will talk about their bad experiences than their adequate experience. This means unhappy customers talk about it. Satisfied customers... not so much. Why? It's simple, meeting your patrons' expectations is to be expected. That's what they pay for, after all. Not a big deal... You want customers to talk about you? Wow them! Go the extra mile. Make it special. Give them something to talk about. Just business as usual is not special and it will not necessarily bring your customers back. Exceeding expectations can be lip-service, or it can be the most effective Brand builder on the planet.

If you decide that it is easier and cheaper not to train your staff and you do not develop them again and again and again .. the repercussions implications and ramifications will probably be devastating. If you do not have genuine seniors who have service knowledge experience wisdom and skill then you will pay the price big style.

The Finance guy says to the HR guy “ You’re spending all this money on training staff. What happens if we train them and they leave?” The HR guy replies, “Yes we are but think of what happens if we don’t train them and they stay?”

Training and empowering staff in a restaurant is vital for ensuring exceptional service, a key factor in customer satisfaction and retention. Well-trained employees are more confident and efficient, leading to a smoother operation and a better dining experience. Empowering staff fosters a sense of ownership and responsibility, encouraging them to make decisions that benefit the customer and the business. It also boosts morale and job satisfaction, reducing turnover rates. Skilled and empowered staff reflect the restaurant's commitment to quality, enhancing its reputation and contributing to long-term success.

We all heard the quote: "What if we train them and they leave? What if we don't train them and they stay?" But have you ever thought what the quote means. Do you want to lead a team who don't know what they're doing? Do you want an untrained team in your restaurant? The facts are in... Businesses who train and develop have a far greater chance at success than those who don't. Make a sound business choice... Train your team!

In my experience, this is a huge focus. It’s about training and development, and through that you achieve a “frictionless experience” for both your core Guest and your team. If everyone has clear expectations and great training, consistency is created. Consistency is what drives repeat business. The Guest wants to know that every single time they come to your establishment, all points of service and food will be hit. That is the expectation.

The easiest way to know if you need to make changes: gathering feedback. Monitor online reviews, invite writers to visit periodically, and, of course, talk to your customers directly. You want their words to mirror the restaurant’s brand as you see it. The key is consistency, and making many small changes over time will refine your restaurant to reach its desired image.