When crafting the perfect recipe for restaurant customer loyalty, delicious food and a welcoming atmosphere are the two most important ingredients. But in today’s competitive landscape, creating a pleasant dining experience is no longer enough to ensure customers keep coming back. Sure, a tasty meal might bring customers through the door, but creating that “this is one of my favorite spots” kind of loyalty requires more.
Simply having a loyalty program isn’t enough. A recent study shows that the average person belongs to more than 14 loyalty programs. However, 65% of consumers engage with fewer than half of those programs.
Here at Olive + Leo, we’ve witnessed the evolution of the restaurant industry and watched customer preferences change. We’ve also seen firsthand how the right marketing strategies can cultivate that coveted loyalty, turning first-time diners into regulars who rave about your establishment. So, ditch the secret menu—we’re about to share the real secret sauce to success.
7 Factors to Ignite Restaurant Customer Loyalty
Here are seven key factors that restaurateurs can leverage to build and maintain customer loyalty.
1. Ditch the Pointless Punch Card: Craft a Loyalty Program Worth Craving
Loyalty programs shouldn’t feel like homework. If you’re thinking about launching or revamping your customer loyalty program, look for ways to create a program that’s easy to use. You want to make it easy for customers to sign up—whether it’s through your website, at the point of sale, or on their way out the door.
2. Level Up Their Love: Make Your Customers Feel Like Rockstars
Loyalty is about more than points and discounts. It’s about creating an experience that makes your customers feel like rock stars. Discounts are great, but what about exclusive offers for your VIPs? We’ve found that early access to new menu items, free birthday treats, or double loyalty points on certain days just for being a VIP are great places to start.
3. Surprise and Delight: The Secret Weapon of Happy Customers
Everyone loves a surprise, especially when it involves something delicious. One way to easily create affinity for your restaurant is to offer a little taste of loyalty love with a surprise discount or free appetizer upon signing up for your program. It’s a sweet (or savory!) way to show appreciation and create a positive association with your restaurant from the very beginning.
4. From Regular to Recognized: The Power of Personalization
Personalization is critical to building a memorable connection with your customers. The good news is that most POS systems like Toast and Clover make it easy for you to send personal offers or discounts based on this info. In your customer loyalty database, keep track of customer names, birthdays, anniversaries, and preferences (if possible). This small touch shows you care and makes them feel valued.
5. Social Media Engagement: More Than Just Food Photos
Social media isn’t just a highlight reel for your latest creation (though those avocado toast masterpieces deserve their moment in the sun). This is your chance to show the human side of your brand. Be active on platforms like Facebook and Instagram, incorporating your personality into every post. Share behind-the-scenes photos, highlight your team members, and showcase the stories behind your dishes. Find clever and creative ways to engage with your digital community, like running contests, polls, or sharing user-generated content. Engaging with your customers on social media keeps your restaurant at the forefront of their minds and builds a community around your brand.
6. Email Marketing: Building Relationships Beyond the Booth
Restaurant email marketing isn’t outdated; it’s just waiting to be delicious! Most restaurants have an email list that has untapped potential. Segmentation is the secret ingredient that can help transform your email marketing efforts. Craft emails that cater to specific customer preferences, highlighting menu items they love or upcoming events they might enjoy.
7. Feedback is the Gift You Can’t Refuse: Show You Care by Listening
Feedback is a gift, not a chore. Encourage restaurant reviews and actively seek customer input through surveys or social media. Responding promptly and professionally to positive and negative reviews shows you value their opinion. Taking action on constructive criticism demonstrates your commitment to continuous improvement, proving to your fans that their voice matters.
Let’s Get Cooking!
Building a loyal customer base isn’t a microwave meal—it takes time and dedication. By incorporating these seven factors into your strategy, you’ll be well on your way to cultivating a following of raving fans. Remember, loyalty is about creating positive experiences and showing your customers they’re valued.
Tired of Guessing What Works Best for Your Restaurant’s Loyalty Program?
Olive + Leo can help you cut through the noise and create a program that drives more customers through your doors. Let us handle the complexities of managing your various marketing tools while you focus on what you do best—serving amazing food. Ready to transform your restaurant’s loyalty program? Contact Olive + Leo today.
