loyalty

The crucial role of loyalty in restaurant operations

By Jacob Mancini

In the fast-paced world of restaurant ownership, success can often feel like navigating a maze. Between regulations, economic shifts, overhead management, food costs, labour and more, it’s a world filled with obstacles and uncertainties. And yet, it is still one of the most attractive industries for entrepreneurs. However, what is under-emphasized in our industry is the importance of an owner’s understanding of their target audience and just how much that affects their ability to be successful. To know your customer is the first step toward nurturing their loyalty; it’s a crucial part of keeping a restaurant’s business operations rock solid.

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Let’s address the heart of any thriving restaurant: the target demographic. It’s important to reinforce that a restaurant cannot be all things to all people. It must choose its lane and excel at its offering. Understanding your ideal customer starts with conducting thorough research upfront and that sets the stage for a tailored experience, one that resonated deeply. By knowing who you are and who you serve, you can craft menus, ambiance, and marketing strategies that are tightly connected.

Do they like an elevated experience that speaks to the senses? Or do they like the convenience that lets them better manage their busy lives with good food in tow?

From here, an owner can start to build loyalty. This is the lifeblood of any enduring establishment, and it cannot be overstated. Building a loyal customer can be built in a variety of ways, but it requires a deliberate cultivation of relationships. Today we see success with  incentive loyalty programs and promotions that encourage repeat visits while reinforcing the bond between your brand and your patrons. Whether it’s a “buy one, get one free” deal at a coffee shop or exclusive perks for regulars, the key lies in identifying what drives customer loyalty and tailoring your rewards accordingly. By nurturing these relationships with programming, you secure repeat business and benefit from invaluable word-of-mouth marketing as satisfied customers become ambassadors for your brand.

It can be tempting to chase after the latest culinary fads or take on ambitious renovations, but such pursuits can lead to misused resources and diluted focus. Yes, consumer trends are a driver in this industry. While it is important to not get caught in the allure of their novelty, and while they need to be adopted when they make sense, that’s not always be in the best interest of your business and your customers. Every owner must recognize that some trends simply don’t make sense for their offering, but it’s not always easy whether to stick to your guns or join the crowd. If you feel torn, speak to a trusted advisor, including your financial partner, who can help you assess your priorities.

For example, when an enticing trend emerges you may feel that it could introduce a new way to attract a segment of customers you’ve long targeted. But, you might risk alienating your customers that you depend on today. Before making any quick decisions, pause, and speak with an experienced advisor who can help you assess and contextualize the pros and cons. Likewise, if you notice that a trend has emerged and your customer base is responding to that trend, it might make good sense to integrate that trend in a way that will have a positive return.  To match the buying and behavioural shifts, you might adopt new technology or re-configure your space to be more responsive to demands for convenience or experience. Some industry changes are simply too large to ignore, and they may be absolutely necessary to keep your business competitive.

At the end of the day, success in the restaurant industry boils down to a constant study of human nature. We are creatures of habit, seeking comfort and familiarity in our dining experiences. Habits can evolve, though, so by staying focused on your customer base and nurturing their loyalty, you can adapt your restaurant’s recipe for sustained success. This industry will always be characterized by change and uncertainty, but it also isn’t going anywhere. People need to eat, and they want to eat out. Trends and challenges will always emerge, emphasizing the need for expert advice that anchors your establishment to a successful path.

So, the next time you find yourself tempted by the allure of change or excitement of entering this industry, remember: the true cost of doing business lies not in flashy transformations but in the unwavering commitment to serving your customers with excellence.

As Assistant Vice President, Restaurant & Brewery Finance, at CWB Franchise Finance, Jacob Mancini oversees all aspects of the restaurant lending business, which provides financing for branded restaurant chains on both a corporate and franchisee level. Jacob specializes in portfolio and business development for both national and regional chains.