Agree that every person needs food to live. This is our basic need. The restaurant is a great opportunity to meet these needs.
To the question “where to get customers” I answer that they are around you. Literally anyone you meet can become your real, not potential customer.
How to do this, let's figure it out.
● How to increase the number of leads, that is, potential consumers (those who saw ads passed by, heard through word of mouth channels)?
- Advertising.
We increase fame and recognition. Streamers, flyers, stands - any available ways to declare your institution to the world.
- Marketing.
Promotions, free tastings, cross-promotions - events with partners. That is, everything that is aimed at improving the overall impression of the restaurant.
- catching chips.
Trivia that make your restaurant a MEMORABLE. And if guests remember, they will definitely come again, recommend to friends, advise colleagues, etc. Perhaps even out of curiosity. It can be anything, a flight of fancy: a retro motorcycle in a bar, a car as tables, a restaurant stylized as a Soviet apartment, an aquarium with live fish, or food in complete darkness.
Determining the traffic sources of potential guests will enable the restaurant to identify new development paths.
To understand the wishes and needs of your potential guest, as well as factors that can influence his choice of institution, you need to study him well.
For this:
• Analyze the demographic portrait of your Guests, their occupation, social status and interests.
• Identify traffic generators where your current Guests come from and potential ones come from.
• Identify ways that can attract potential Guests by participating in public life (for example, show up at fairs, city or local events).
• Identify options for increasing public profile
• Determine how the facility director can receive information about events at a local location (for example, premieres at a cinema near a restaurant; university events).
• Analyze competitors and use the best marketing tools that made them traffic.
To measure traffic - divide the restaurant’s opening hours into peak and non-peak. Count the number of people passing by each hour for 10 minutes. Multiply the number by 6 and get the average permeability per hour. Then analyze how many checks were knocked out during this hour. This will be your conversion.
Conversion for the restaurant business is a kind of “funnel” of customer flow, the ratio of customers who visited the restaurant once to returning customers.
What can a restaurant owner say about conversion and why is it needed?
If visitors do not return, something went wrong. There can be many reasons, they all need to be analyzed and actions taken to eliminate defects. Perhaps the service was not liked, the quality does not match the price, the closest competitors make more advantageous offers, etc.
However, if the conversion is 100% (an extremely rare occurrence), then this is a sure sign that you urgently need to raise prices.
Any manager or owner of a restaurant understands that the conversion depends on a number of factors related to the quality of service, menu, cuisine and atmosphere. Whether it is a cold client (walking by) or purposefully visiting an institution, on the first visit he makes an assessment, which will affect his loyalty to the institution.
Do you want your guests to become regulars of the institution?
A simple secret - always stay one step ahead, anticipate expectations. Unbeknownst to himself, any visitor expects something from the place where he came for lunch. If he gets what he expected, that’s good. If he gets more (free sauce, attention of the hall manager, discount coupon, etc.) - he will remember this for a long time and tell another person.
So you “lure” your audience and pump traffic.
It is necessary to work on traffic and constant attendance on a regular basis, retaining the “oldies” and attracting new customers. Such dynamic work is the key to stable profit.
What to do to always be in demand among customers?
- plan promotions and events depending on the season, current market trends;
- “live communication” of the institution’s employees with guests, because it is they who know about the cuisine, atmosphere and philosophy of the institution a million times more than any promoter from an advertising agency who silently crams your flyers.
- quality control of the service - pay attention to the courtesy of employees, work out greeting and farewell schemes, get rid of the questions “should you tell me something?”, write down scripts of all important phrases to the staff, invite professional trainers to upgrade your employees.
- work with the menu - offer the specialties of the day, arrange national weeks, add a twist to the most trivial dishes.
- work with the atmosphere of the restaurant - play with the interior- work with the atmosphere of the restaurant - play with the interior, music, introduce interesting chips that will catch and remember the guests. Attract guests with convenience - wi-fi, convenient location of tables, children's and family corners, etc.
- implement SMM. Promotion in social networks allows you to reach a large layer of potential customers through targeted advertising. Organize contests among subscribers, give discounts for photos with the location of the institution, etc.
Use the synergistic effect of all the activities you implement to your advantage.