For successful conducting restaurant business happens to cook insufficiently tasty dishes and to sell them at the low prices. To attract in restaurant of new visitors and to deserve loyalty of constant guests – one of the main objectives of the good restaurateur. But how it is possible to gain their trust?
Why to fight for guests?
Analysts of restaurant business claim that the average number of so-called loyal guests, that is people who visit any given restaurant on a constant basis (for example, time or two in a month) is about 15% of the lump of visitors. At the same time such guests provide to an institution to a half of the general profit as their average bill, as a rule, is slightly higher, than at guests, comers for the first time. Besides, loyal guests allow the owner of restaurant to count on rather constant income, despite of seasonal recessions and crises.
The loyalty program for prestigious restaurants should not include various "discount" actions as it will negatively affect their image of elite institutions.
It is obvious that to create a pool of loyal visitors very important as the competition in restaurant business is quite big, so, constant guests who will not only visit regularly an institution are necessary for restaurant for survival and prosperity, but also to recommend it to friends, relatives, colleagues. Traditionally various programs of formation and maintenance of loyalty cost much more cheaper, than work on attraction in restaurant of new visitors.
Gaining trust
In order that the people who came to restaurant became his constant guests, several important things are necessary. First of all, it is necessary to satisfy their expectations from visit of an institution. As a rule, guests of restaurant count on a certain level of quality, service and attention, in compliance with the spent money. The task of restaurant is in fully to meet these expectations. However it is only the first step: of course, it will lead to the fact that your guest will be satisfied, but to trust is still far. It is necessary to develop the program of encouragement of regular customers which will attract the satisfied guests in your institution again and again. It can be various discount cards with cumulative discounts or the mark program allowing guests to get free dishes after accumulation of a certain number of points. Besides, you should not neglect mailing of invitations and gifts by SMS and e-mail. Especially it concerns solemn occasions, for example, of birthdays. Naturally, collecting personal data of visitors which is most often carried out by questioning during issue of the map of the constant guest is for this purpose necessary.
Effective way of gaining trust is the address to the constant guest by name who can be recognized also an indirect way, for example, having read on the plastic card.
With development of social networks the feedback which is expressed in responses of visitors of any given restaurant on the Internet and also reaction of administration of restaurant to these responses began to play an important role. Even the unsatisfied guest can be attracted once again in restaurant if competently to react to its negative review, to offer compensation or a discount. In principle, people favourably react to any manifestation of attention: from a meeting their director of restaurant in the hall to the polite answer to a negative review.