Keys to repeat customers

Classic TV shows always have regulars. Friends had Central Perk, Seinfeld had Monks, and Happy Days had Arnold’s.

These types of regulars are a restaurant’s best friend. So why were Ross, Rachel and the gang always at Central Perk? Why did the Fonz only eat burgers at one place? Because the vibe was the same and they felt at home there. Also, I do get that the set decorator didn’t want to deal with making a new set each week, but there is value to be derived from the idealized version of having our customers “living” part of their story with us. How does that happen?

Knowing the owner, feeling comfortable and accepted, and having consistency is how this occurs. It will continue if there is an impressive experience tied to the location. If it’s basic, you and your restaurant will become a CHECK BOX — a restaurant they visited once and no longer need to re-visit because they’ve “been there.”

Regulars not only provide consistent clientele for your business and your servers, but they’re your business’s best word-of-mouth advertisers. Having loyal customers you can count on makes your life as a business owner 10 times easier.

Many customers have the mentality that after they’ve tried your food once, they don’t need to come again. This is dangerous for a restaurant. It means that while you might have plenty of clients now, that could change in a heartbeat. Regulars keep your restaurant running while other customers filter through. They are vital for long-term success.

The real question lies in how you make a customer a loyal one. I’ve seen three main tactics successfully make customers come back time and time again. Systemized Kindness, Loyalty Programs and Innovation.

Systemized Kindness

Systemized kindness is a way to ensure your environment is welcoming. Having overtly kind staff or creating “random” acts of kindness cultivates a happy experience for the customer. Many corporations have got this down to a T. Starbucks gives out Puppocinos if you bring your dog through the drive-thru. Chick-fil-A hands out random stuffed cows and ends each interaction with “my pleasure.” Dutch Bros gives out free stickers and trains a talkative staff.

These businesses not only drive repeat traffic but also have an actual fanbase. When people who come into your business feel welcomed and gratified and leave feeling joyful, it makes them want to come back. Better yet, it makes them fans of your brand, not just your food. This type of customer relationship is the cream of the crop in customer loyalty.

It sounds like common sense, but putting effort into making your restaurant an environment people want to be in will inevitably bring in repeat customers. IT HAS TO BE SYSTEMATIC, though. It seems random but is anything but.

Loyalty Programs

Loyalty programs have been used for decades to try to create repeat clientele. These programs have taken many shapes throughout the years and can now be implemented into your POS. There are several different types of loyalty programs. And, currently, there is no industry leader. This means that finding a loyalty program that works for your restaurant will require some trial and error.

The punch card is a common strategy for generating repeat clients. For example, if you buy 10 pizzas, you get the 11th free. The goal is to get a customer who would have only purchased one or two pizzas to buy your product until they earn their free pizza.

These days, punch card programs often aren’t operated on a teensy card, but online. Your restaurant might set up a point system or keep track of spending through your POS. Restaurants often pair this with an e-mail subscription, reminding the customer of their deal. This works well for those customers who are particularly money-conscious. Reminding them of their opportunity to get a free item or notifying them of other money-saving promotions your restaurant organizes can make them loyal customers.

Taking these e-mail promotions a step further, collecting customer data can be a great way to promote loyalty. Rewarding customers for ordering through an app or restaurant card is a great way to track buying habits. If you know a customer is ordering your veggie pizza repeatedly, you should market vegetable-based and healthy options to that customer. If a customer repeatedly orders a kid’s meal, inform them about children’s promotions or updates to the menu.

These methods make sense and cost little to organize, but they make the customer feel like they’re working for their reward. If you want a legitimate regular at your restaurant, they have to come and eat your food by their own fruition.

An alteration to the punch card method is a great way to achieve this kind of loyalty. Reward someone for buying repeatedly with one of your best items. If you have a dish you know brings customers back or earns rave reviews, consider adding this to an order for free. Have the signature item do the work for you. In other words, “if you buy three large pizzas you get our (Blank signature item) for free.” If it’s truly good, the customer will want to come back to try it again. This works best with unique menu items that are specific to your restaurant.

Innovation

Innovation is the final key to driving repeat customers. If you constantly have the same menu items, promotions and environment customers become bored with your restaurant. They know what to expect, and their experience will be the same.

Constantly searching for ways to make the customer experience better, whether that be adding a new menu item, having a new promotion or changing your layout keeps customers on their toes and gives them new things to experience in your restaurant.

That’s not to say there’s no value in consistency. If a customer has an excellent experience with your staff the first time they come in, make sure the staff isn’t grumpy the next. If they receive an amazing pizza for their first meal with you, ensure their second is of similar quality.

Pinpoint the things you do well, keep those consistent, but constantly search for ways to grow.

Having regulars is a privilege you have to earn. Creating programs to entice repeat clientele is a great way to introduce customers to what you do well. Still, to make faithful regulars, you have to ensure passionate staff, consistent food quality, and an environment that leaves the customers happier than they entered.

Mike Bausch is the owner of Andolini’s Pizzeria in Tulsa, Oklahoma. Instagram: @mikeybausch