Loyalty Strategies for Restaurants: Keep Them Coming Back

Turn visitors into loyal customers: the ultimate guide to CRM and remarketing for restaurants

In the competitive and dynamic world of gastronomy, where new culinary proposals arise every day, the mere attraction of new diners is no longer enough to ensure long-term success. Visionary restaurants understand that the real key to sustainability and growth lies in cultivating strong and long-lasting relationships with their customers, turning sporadic visits into unshakable loyalty that drives the business again and again.

the strategic implementation of toolsCRM (Customer Relationship Management)and techniques ofRemarketingIt stands as a fundamental pillar in the construction of these durable ties. These powerful strategies allow restaurants to intelligently manage their customers’ information, personalize communications, improve the experience in each interaction, and offer specific promotions that resonate with their individual preferences, encouraging them to return and become true brand ambassadors.

1. The strategic importance of customer loyalty in gastronomy

Loyalty to your customers is not just a recommended practice; It is a smart investment with tangible and significant benefits for the profitability and growth of your restaurant:

• Substantial increase in income:Loyal customers not only return more frequently, but also tend to spend more on each visit. Feeling valued and understood, they are more open to trying new dishes, enjoying additional drinks and even opting for desserts, which translates into an increase in the average ticket.
• Significant reduction in acquisition costs:Acquiring a new customer requires a considerable investment in marketing and advertising. In contrast, retaining an existing customer is significantly more profitable, as you are already familiar with your offer and have had a previous positive experience. Focusing on loyalty Optimizes your marketing budget and maximizes the return of each invested peso.
• The power of word-of-mouth marketing:Satisfied customers become the best ambassadors of your restaurant. Your genuine recommendations to friends, family and colleagues have a much greater impact than any traditional advertising campaign, attracting new diners and strengthening your brand’s reputation organically.

2. Implementing a restaurant CRM: the key to personalized relationships

A CRM (Customer Relationship Management) system stands as an essential tool to efficiently manage all the relevant information of your customers. By centralizing this data, a CRM allows you to customize communications, anticipate the needs of your diners, improve their experience in each interaction and offer specific promotions that resonate with their individual tastes. Below, we explore the key steps to get the most out of a CRM in your restaurant:

Step 1: Intelligent collection of relevant data

The basis of a successful CRM strategy lies in the collection of accurate and relevant data about your clients. This information may include:

• Basic contact information:Full name, birthday date, email address and phone number.
• Detailed order history:Favorite dishes, frequency of visits, preferred hours and any other information about your previous gastronomic choices.
• Specific food preferences:Indication of vegetarian or vegan dishes, known allergies or any other relevant dietary restrictions.

Step 2: Customization of offers and promotions that connect

With the information collected in your CRM, you can segment your customers and offer highly customized promotions that increase the likelihood of conversion and foster loyalty:

• Exclusive discounts on favorite dishes:It offers special discounts on the dishes that each client consumes most frequently, demonstrating that you know and value their individual tastes.
• Memorable birthday promotions:Send coupons with exclusive discounts or special gifts on your customers’ birthdays, creating an emotional connection and celebrating their loyalty.
• Example:“Dear [Customer Name], we know you especially enjoy our delicious [favorite dish]. To celebrate your birthday, we offer you an exclusive 2×1 on this dish on your next visit!”

Step 3: Automation of timely and relevant communications

Communications automation through your CRM allows you to keep your customers informed and engaged without requiring constant manual effort:

• Smart reminders of upcoming reservations:Send automatic emails or SMS messages reminding customers of their upcoming reservations, reducing absences and ensuring optimal occupancy.
• Personalized notifications about events and special menus:Automatically inform your customers about themed nights, special tastings or exciting changes in your menu, encouraging them to make new reservations.
• Example:“[Client name], don’t miss out on our exclusive wine pairing night this Saturday! As a frequent customer, enjoy a special discount on your reservation. Click here to secure your table!”

3. Remarketing: Reimacting your customers and strengthening loyalty

Remarketing has become a powerful technique to reconnect with users who have already interacted with your online restaurant, either by visiting your website, browsing your menu or even trying to make a reservation. By showing them relevant ads on different platforms, remarketing allows you to remind them of your promotions and motivate them to return.

Step 1: Strategic Remarketing List Configuration in Google Ads

Segment your online audience to specific lists based on their previous behavior:

• Users who abandoned the reservation process:Go to those who visited your reservations page but did not complete the process, reminding them of the benefits of booking directly with you.
• Frequent clients that have been inactive:Re-impress your loyal customers who haven’t visited in recent weeks, reminding them of their favorite dishes and offering them incentives to return.

Step 2: Customize High Impact Remarketing Ads

Adapt your remarketing ads to the interests and history of each audience segment:

• Dynamic ads with specific dishes and promotions:Show ads with the dishes that a client has previously explored or with promotions relevant to their preferences.
• Limited time offers to create urgency:Use messages like “Take advantage of this special discount before the end of the weekend” to encourage immediate action.
• Example:If a customer browsed your online brunch menu but did not make a reservation for Sunday, you can receive an attractive ad on Gmail or YouTube, reminding you of your delicious brunch offer and providing you with the link to reserve.

Step 3: Integration of remarketing in social networks

Extend your remarketing efforts to platforms like Instagram and Facebook to keep your restaurant in your customers’ minds:

• Custom ads in your feeds:Impact your customers with ads that present exclusive offers and tempting dishes directly on their social media feeds.
• Stories and promotions exclusive to followers:Share engaging content and special promotions specifically aimed at those who have already interacted with your social media posts.

4. An integrated loyalty program: CRM synergy and remarketing

True magic happens when you combine the power of a CRM with the precision of remarketing to create a robust and effective loyalty program:

• Rewards for each visit communicated through the CRM:Implement a system of points or rewards that customers accumulate with each visit and communicate their progress through emails or automated SMS messages from your CRM.
• Example:“[Customer name], you have accumulated 8 visits! Just two more and you will enjoy a completely free dinner in our restaurant.”
• Smart data sync for custom ads:Make sure your CRM data is synced with your remarketing campaigns so you can customize ads and promotions based on each customer’s purchase history and preferences.
• Exclusive events for loyal customers:Invite your most frequent and valuable clients to special events, such as exclusive tasting nights or presentations of new dishes, to strengthen the emotional bond and make them feel appreciated.

5. Continuous monitoring and optimization: the key to effective loyalty

Implementing a loyalty strategy is just the first step. It is crucial to monitor your performance and make continuous adjustments to maximize your impact:

• Analysis with Google Analytics and your CRM:Use Google Analytics and your CRM reports to measure key metrics like recurring customer rate, average spending per visit from loyal customers, and your loyalty campaign return.
• Dynamic promotion adjustment:Identify which remarketing campaigns and which loyalty offers are generating the best results and optimize your ads and promotions based on this data.

Example of success story: Denver Restaurant – Medellin

The renowned Steakhouse Denver in Medellin exemplifies the power of an integrated loyalty strategy that combines CRM and remarketing:

• CRM IMPACT:They implemented an automated notification system to their frequent customers with personalized promotions based on their favorite dishes and their visit history.
• Remarketing results:They achieved a 30% increase in recurring visits in just three months by implementing dynamic ads in Gmail that showed the favorite cuts of meat from each client and campaigns segmented on social networks with exclusive offers.
• Long-term loyalty:They implemented a points card that rewards each visit with discounts and special benefits, consolidating the loyalty of their most valuable customers.

Loyalty that transcends the transaction: building sustainable relationships

Implementing CRM and remarketing strategies is not just about generating more short-term sales; It is about building genuine and lasting relationships with your guests, transforming occasional visits into an unshakable loyalty that ensures the long-term success of your restaurant. With a focus on customization, intelligent automation, and precise segmentation, you can create a memorable dining experience that motivates your customers to return again and again.

Are you ready to cultivate a loyal customer base that drives the sustainable growth of your restaurant?Contact DIGISAP todayAnd discover how we can help you integrate effective CRM and remarketing strategies into your business, ensuring your customers always come back.