Tip of the Week

Loyal customers are key to the long term success of any enterprise. Unfortunately, too many foodservice operators mistake their regular customers for loyal ones.

What’s the difference? Regular customers keep coming back because their needs are being reasonably satisfied and the restaurant hasn’t given them a reason to stop. They are generally content and appreciate the consistency. Regulars are an important group for businesses to foster. The problem is that even the most regular customer may be enticed to switch when a new operation opens or another provider becomes more appealing to their changing tastes. Sometimes guests become regulars just because there are no better options available.

Loyal customers, on the other hand, care about your business. They want you to be successful and are willing to help. Loyal guests spread positive word-of-mouth, forgive small service deficiencies and are the first to participate in new programs. They are less likely to leave and will staunchly defend their favourite haunt.