Marketing to Existing Customers

Who is most likely to visit your restaurant right now, given the fact that most consumers are eating out less:

A. A new customer, one who has never visited before but is looking to try something different OR

B. An existing customer, one with a tighter dining budget who has little tolerance for risk (that is, trying something new and possibly wasting their limited dining dollars)?

Consumers are eating out less and share of wallet is going to those restaurants we've already tried and liked. Those restaurants where we know the owner get higher ranking over restaurants that simply have good food. It's human nature, we're risk averse.

If your transaction and customer counts are down, remember that they are down across the board. It's not just a lack of new customers trying your concept, it's existing customers whose frequency of dining has dropped off. Here are 5 ways to market to existing customers to increase their frequency, their ticket average, or both.

1. Bounce-backs. You already know where to find existing customers, they're in your unit. Invite them back (soon) with a bounce-back coupon. Make the expiration date tight (one week) and make the offer for something specific on your menu (modify behavior) instead of a blanket $ or % off.

2. Email marketing. They've given you their contact information, they've told you it's ok for you to contact them, why aren't you contacting them?

3. Fishbowls marketing. You know their name, telephone number, and email address. You also know their company, job title, and physical address. Choose folks who are candidates for catering, boxed lunches, or large carry-out orders.

4. WOW! them with the experience. Now's your chance to make everyone feel special. No excuses (or leeway, in the customers' minds) for dirty bathrooms, indifferent cashiers, poor quality or slow service.

5. Walk the tables. Nothing makes customers feel more special. Nothing introduces the brand (the brand is YOU!) like walking the tables. This will build a bond with your customers that will outlast the present economic downturn by far.