How to Turn First-time Customers Into Regulars

Regulars are the life-blood of most businesses, and they all started with a first visit.  How do you know it’s a first visit? The welcoming statement should gather information so you can tailor the service and make the visit special. This can be done quickly and easily with two questions:

1. “Have you been here before?” Whatever the answer this is the opportunity to give more information about the food and special features, how long you’ve been open, best place for parking etc.
2. “Is this a special occasion?”, “Visiting the area for the first time?”, Share some information about the location, things to see etc.  Or simply take the opportunity to talk about customer favorites on the menu.

Make a Connection with your First-Time Guests:

1. Share information in small chunks, rather than one long speech. Take several opportunities to talk about the specials, the menu, beverage choices, desserts and any special events coming up.
2. Make sure to let your guest know who will be “taking care of them”. Server teams can be confusing for customers – some venues have a group effort for service, but there needs to be one person who’s ’wide eyed’ and watching out for the needs of each table. And a supervisor who’s watching how they’re watching!
3. Gather contact details for later. Ask and you will receive… don’t ask and you’ll never have a customer list. How will you do this? How can you be successful here?
4. Send them off with a petit four, post card or souvenir – and a business card. You may even provide a guest with a copy of the menu if requested. You never know where these items will end up! Also remind them about your website and/or social media sites.
5. Follow up with an email – your feedback form should ask for an email address. You could also be unique and personal by sending a postcard if an address is available, (this works well for hotels that have access to check-in details like a home address, but can be applied to neighborhood restaurants as well). In the age of email, hand-written notes are more powerful than ever.
6. The final taste lingers – what was it? A nice dessert, good coffee, a glass of something special, a warm farewell, a good laugh? This is especially important when a guest has a question, you’ve made a connection or if there was a potential issue/opportunity to fix. Send them home with a memory; something nice for later or the morning, a sample of coffee, dessert, etc.