Technology is making our lives simpler and more convenient in every way. Businesses across sectors, whether online or brick & mortar, are increasingly turning to digital technology to become more efficient. The Restaurant industry is no different.
Among various technology solutions available, personalised loyalty programs and targeted marketing campaigns are the most effective tools to gather a huge paying customer base, which is also loyal to your brand.
According to a study on the ‘Global Food and Beverage Market’ by Cushman and Wakefield, the Asia Pacific region is the fastest-growing when it comes to spending on dining out. The average annual growth rate is estimated at 7.5% during the period 2017-27.
How is technology helping you to keep your customers hooked?
Your restaurant has great food, and your diners love you, but what can you do to build a special relationship with your diners? Make your diners feel special on their every visit, and every time they want to dine out, they will think of you. Loyalty programs can help you do that effortlessly.
You need to understand your customers’ patterns and shower them with offers. And, this does not mean that running offers will lead you to losses. On the contrary, it is the perfect strategy to gain profits.
There are customers who visit your restaurant at least two times a week. Some visit less often, but whenever they do, they like to spend a hefty amount. There are also customers who have a favorite from the menu and order it on their every visit.
With Loyalty programs, you can recognise such customer behaviour, categorize them into segments, and create programs tailored to their preferences.
There is nothing like a good loyalty program that can keep the diners hooked to your restaurant.
There is more you can do with it-
- Provides you a choice between point-based and instant discount based programs. Restaurants have total control over the entire process, including the rewards to be given.
- Creates a reward program on billing value and frequency of visits.
- Enables effective and hassle-free customer interactions.
According to the Restaurant Success Report of 2019, 64% of guests look for loyalty programs while dining out. Among them, 50% of customers say that loyalty programs – and the rewards they offer – are important factors in picking the restaurant they choose to visit.
Spread the Word and Reach Out to your Customers
You have created the most effective loyalty programs for your customer base, but how will your customers know that amazing offers are awaiting them at your restaurant?
Of course, you can hand them gift cards when they visit you, but you can reach a larger audience by making use of technology.
‘Campaigns‘ is a tool that enables you to periodically reach out to your target customers. Messages and Emails that contain offers and experiences tailored to their individual preferences create compelling reasons for them to come back – effectively driving up the frequency of customer visits to the restaurant.
People often reach out to their phones whenever they have to choose a place of dining. Their smartphone becomes their best friend. When you send them personalised campaigns that contain offers, discounts, and experiences that your restaurant will provide them, your restaurant gets noticed, and there is a more likely chance that they visit you.
There is more to it-
- Imports customer data to set-up personalised campaigns.
- Automates the process of targeting the customer base through text messages and emails.
- Performs exhaustive analytics to assess campaign performance and suggest course corrections as and when required.
About 50% of the recipients find automated email services helpful, as per the Restaurant Success Report of 2019. The importance of this tool cannot be overstated, as it can significantly increase a restaurant’s acquisition and retention rates.
Loyalty programs and marketing campaigns have proved to be a powerful tool in retaining a loyal customer base. Adopt these technology solutions in your restaurant and see for yourself. There will be a lot of familiar and happy faces you are going to see often!
