It's critical that restaurants leverage an always-on, omnichannel approach that ensures their messaging is front and center during the customer decision-making process.
It's no surprise that the restaurant industry has faced its fair share of challenges over the past two years. Between navigating constantly shifting COVID restrictions, a devastating skills shortage, rising food costs and ever-changing consumer preferences, effectively reaching and engaging with customers has never been more important.
While dining plummeted in the spring of 2020, sales have slowly been returning to pre-pandemic levels, but food prices have risen 10% since 2019,according to the UDSA. That means the industry is still challenged in a critical performance indicator: traffic.
Now more than ever, restaurants need to meet potential guests where they are. A recent restaurant industry study by Vericast found that diners are increasingly leveraging online and offline channels to discover deals and reward programs that ultimately influence their dining decisions. For this reason, it's critical that restaurants leverage an always-on, omnichannel approach that ensures their messaging is front and center during the decision-making process.
3 strategies to reach potential customers
There are a few strategies that restaurant marketers can use to ensure their establishment is top of mind when guests decide where to dine.
1. Offer in-the-moment deals.
While 61% of people from the study mentioned above agreed that rising prices are making restaurant dining too expensive, over half say that a coupon or discount would encourage them to try a new restaurant. By presenting deals in the moment of need, restaurants can cater to impulse decisions. Consumers will often decide on the fly that they need a break from cooking at home, with nearly half deciding to eat out on the day of. Compelling marketing, pricing and quick service are qualities that can help make a restaurant appealing for impulse decisions.
2. Deliver convenience with mobile solutions.
Digital platforms that include loyalty programs and mobile ordering help to get in front of customers and keep them engaged. Other smart digital tools can keep a brand's logo on screen and deliver pop-up alerts as helpful reminders when the user is considering different restaurants. Marketers should also consider linking app offers to their website, since 46% of people say they browse the internet to find deals. The generation most likely to use mobile platforms to save on dining? Millennials – 68% of which say they scroll on their smartphones to find the best restaurant deals.
3. Leverage an omnichannel strategy that includes offline channels.
Consumers are using apps, looking through print ads, spending time on social channels and searching the internet to make choices on restaurant dining. In fact, study results show that after seeing a print ad, 72% of Gen Z and 74% of millennials will take to the internet to review a menu or download an app. Using online and offline tactics allows restaurants to get in front of more potential guests to build authority and stay top of mind.
Developing Loyal Patrons
Effective marketing strategies empower restaurants to find new customers, expand their current community and make regulars out of drop-in guests.
Even as consumer expectations continue to shift (as they will), meeting diners where they are, offering meaningful discounts and rewards, and using multiple online and offline channels will go a long way in developing strong, loyal customer relationships.
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December 22, 2021 at 12:23AM
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3 ways to accelerate guest loyalty - Fast Casual
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