Voice of the Restaurant Industry
Why do customers keep coming back to your restaurant?
What do they like about your restaurant?
What do they not like about your restaurant?
Three very basic questions that every restaurant owner needs to know the answers to. This is the essence of the Guest Experience. These questions answer the most basic parts about your restaurant marketing strategy. If you and your team do not know these answers then you are missing out on the fundamentals of gaining customer loyalty. What are your listening post?
There are several types of listening post ranging from walking around and talking to customers to Mystery Shops and Comment Cards. There are also external listening post such as what is being said on Yelp or Trip Advisor. Are you using these tools to measure your Guest Experience?
Whats is your ROI on the Guest Experience. If you use the prevailing logic, the LTV (Lifetime Value) of a customer in a restaurant where the check average is $20.00 for a party of two is $16,000 over a five-year span. This number includes the benefits of word of mouth marketing.
Are you listening to your customers?