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operations 2013-07-02

4 Ways to Garner Customer Loyalty

Attracting customers to your restaurant can be a very cutthroat business. Creative loyalty can help.

By Deputy Features Editor
4 Ways to Garner Customer Loyalty

Loyalty programs and rewards are good tools to make your first-timer, a regular customer at your restaurant. Here’s how you can start. 

Present offers on your menu: Discount offers on certain cuisines will attract people. This can make them come to you again. Mr. Shyam Sunder, Novotel Hyderabad Convention Center, Hyderabad, says, “We offer discount coupons, advantages plus card along with the membership card to a new customer to make him a regular one.”

Krispy Kreme, a doughnut outlet in Bangalore introduced a novel offer to customers coming to their store. The offer included 200 customers who could walk out with special treats from Krispy Kreme. Speaking on the same line, Mr. Pankaj K Neeraj, Business Head-Food, Citymax Hotels, says, “The first person to purchase one dozen Krispy Kreme Doughnuts receives a Golden Ticket for a year of free doughnuts. The second gets one dozen Krispy Kreme Doughnuts, and receives a Silver Ticket, with a six month free offer. The third person to purchase one dozen Krispy Kreme Doughnuts receives a bronze ticket for three months free Doughnuts and many more offers for the people on the queue for free doughnuts.

Provide discount on bill: Offering 5% discount on credit or debit cards can also pull in customers. It is essential to creatively design loyalty programs that can captivate your customer. Speaking on the positive response from people coming into his restaurant, Mr. Nikhil Mahlawat, General Manager, Pind Balluchi, Gurgaon, mentions, “We definitely offer discounts on Citibank and American Express cards.”

Offer rewards as points: You can scan cards with barcodes to keep track of your customers’ purchases and offer them rewards on points gathered. Most standard POS systems have this feature. Ms. Devika Keer, Cafe Mangii, Mumbai, says, “We do a lot of offers to make a customer regular. We have Vodafone Tuesday, Pizza Monday and we have happy hours to invite our customers to Cafe Mangii on a regular basis.” Make it a point to match your rewards with your restaurant menu. For example, if you are a north Indian restaurant, you can provide customers free desserts.

Touch a chord: You could also purchase loyalty program software. The software will track the frequency of customers’ visits, their birthdays and what they like to buy from you. You can use this information to find ways to encourage the most profitable behaviour changes. For example if you find that your customer never orders an appetizer with meal, the software will prompt you to offer them a free appetizer.  If they enjoy it, they will more likely purchase an appetizer in future too.

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