Restaurant owners and managers love their customers. They REALLY love the regulars and the total fanatics! This presentation goes over some of the research behind what turns a casual customer into a raving fan.

1. You Like Me! You Really, Really Like
Me! How to Turn Casual Customers into
Total Fanatics!

2. Customer Experience - A memorable experience doesn’t have to cost a lot of money, but
that doesn’t mean it’s not important. As the first touchpoint between you and your
customers, experience is one place where first impressions really count.
Lighting - Bright lighting symbolizes quick service and relatively low prices while subdued
and warm lighting conveys full service and high prices.
Music - The right music can influence customer satisfaction and relaxation, decrease
perceived dining and waiting time, and increase sales.

3. Aroma - Aroma has an impact on mood, emotions, and desire to make purchases.
Layout - Layout has a direct effect on customer perceptions of quality, excitement levels,
and desire to return. Space that facilitates exploration and stimulation is best.

4. Talk to Me! Asking for feedback has been shown to improve customers’ perception
of their experience. Customers who provide feedback are more likely to become
repeat customers. Satisfied customers provide quotes and stories that are great for
promotion.

5. Stay Top of Mind - Making sure the first experience is perfect is just the beginning. once a
customer leaves, the real work starts. How do you get them to come back?

6. Social Media - Awesome for Conversations! A 2013
study by Groupon and the National Restaurant
Association showed that 80% of U.S. restaurants
use Social Media as their primary marketing tool.
Social media is extremely cost effective, as the
platforms are essentially a FREE source of
advertising. 68% of consumers look to social
networking sites to research restaurants.

7. Email - Perfect for conveying information! A study by
McKinsey & Company found that email is almost 40x
better at acquiring new customers than Facebook
and Twitter. Email list sizes for restaurants: Growing
your email list is the first step to engaging customers
through email marketing. Only 18% of restaurants
say they have active email marketing campaigns.
66% of marketers said that emails are “excellent” or
“good” at delivering ROI. A Harris Interactive survey
found that people like emails targeted specifically to
them and their shopping behaviors and preferences.

8. Text - 95% of advertising text messages are opened
and read in the first 3 minutes of beings sent. 57% of
customers would be happy to sign up for an SMS
loyalty program. Texts are especially powerful when
they’re timely and informative, like a reminder for an
upcoming reservation.

9. Provide Reasons to Return - Speaking to your
customers is one thing. Having them come back is
another. Sometimes an ask is all it takes, but
providing a tangible reason makes a return even
more likely.
Power of Promotions - 46% of people are drawn by
the good prices on drinks offered during “happy
hour”. 41% of consumers, age 18-34, say that late-
night specials affect their decisions regarding late
night dining. Over 90% of consumers would be likely
to sign up if their favorite fast food or fine dining
restaurant started a loyalty program.
Coupon Clipping - 87% of shoppers use coupons.
Customers are willing to travel further to dine using a
coupon. Coupons reactivate old customers and
attract new ones.

10. Building a loyal customer base starts with a great
experience and continues with relevant
communication that makes guests want to return.
This is an area where first impressions count, but the
follow up is even more important.
Download Your FREE eBook!