Make Sure Your Guests Never Wanna Let You Go
Loyalty is a tricky thing to inspire among diners. Convenience is at the top of the list for many, as working professionals, busy parents, diligent students—the list could go on. There are ways to make restaurants more convenient, including online ordering and extended hours, but it’s impossible to be convenient for everyone. This is where loyalty comes in.
Ditch the Punch Card
Little progress has been made past the “punch card” in terms of restaurant loyalty. But these don’t make much sense outside of slices of pizza or cups of coffee, and a fine-dining restaurant would certainly never be seen passing them out.
Give the People What They Want
Really consider who your guests are and what interests them. If avid beer drinkers are attracted to your extensive draught selection, establish a beer club and reward guests for trying a wide variety of beers.
And Then Give Them More of What They Want
Now that you have your guests’ attention, you can keep it with the right motivation. This could come in the form of event access, free merchandise or a donation to charity rather than a discount. The possibilities are only limited by your imagination.
Keep it Simple
Having a brilliant loyalty program won’t do much good if it isn’t user-friendly for guests and staff. The right technology partner can help here by setting up an app or mobile-friendly web pages. This is where guests can redeem rewards and view their progress towards the next one, and it’s where your staff can manage the redemptions. After all, if the program isn’t easy for your staff to use, they’ll be less likely to promote it.
Be dynamic in a way that works for you and for your guests. Once guests are members of your loyalty program, you’ll have access to them for spur-of-the-moment promotions. If things have been slow on Tuesday nights, offer an incentive for loyalty members to come in on the next Tuesday.
Create the loyalty program that your guests will get excited about and talk their friends into joining. It’s more possible now than ever to implement something like this that can truly gain and retain the attention of your guests.