How can you attract repeat customers or familiar customers? Which are the most important elements of products, services and environment? Let's learn about it.
Repeat customers, old customers, frequent customers and frequent customers in restaurants often refer to customers coming back. How to recognize them more rationally? You can use "re visitor" and "return rate". Especially the "return rate" is the same as the "turnover rate" and "gross interest rate", which is the operational index that every caterer should pay attention to.
If "return guest" is a phenomenon, "return rate" is the theoretical support behind this phenomenon, is the embodiment of restaurant operation data. Simply put, the more times a customer returns to spend within a certain period of time after the first meal, the higher the rate of return.
"The most loyal customer to a business is the most profitable customer to the business," American economist Rachel Head wrote in the Harvard Business Review.
For the restaurant, the most loyal customer is the "return guests", the return guests bring the most profit to the restaurant, and the rate to bring sustainable development to the restaurant.
Weighing the four elements of restaurant
Formulate a marketing form to suit the restaurant, warm the visitors again, stable the scattered visitors, attract divers, identify passers-by. In the past two years, with the development of the marketing form of O2 O, the tide of "group buying" has surged, and some restaurant operators have also carried it, and "group buying" as a means of rescuing the market. But when the mix of good and bad group shoppers consumes, you'll find that they'll never be seen again.
Strictly speaking, these people are not policy customers, they enter the restaurant for only one reason, that is, ultra-low prices, not ultra-low prices they will not come. They are classified as "passers-by" in the restaurant's customer system, and are "passers-by" with a return rate of zero.
Discuss customer awareness of brand in mind
A restaurant with vitality, the mission of the first battle place is to establish and maintain a steady return rate. On the contrary, some restaurants in order to temporarily "popular", through stimulating marketing methods, it seems to show the situation of queuing, but there is no potential, can only have a "fleeting" scenery. What's more, it's foolish to kill a customer deliberately and try to get the gross profit of one meal for a meal, but lose the customer's return rate forever.
Paying attention to customer classification
The operator should be very clear: who is the guest? Who might be a guest again? Why do these guests come again? What marketing methods are most effective for them? After clarifying the above problems, we can make targeted emotional contact with customers, and point all operations to the "return rate". It even turned the traveler into a new visitor and improved the brand stickiness. It can be said that the rate of return is a hard index to evaluate and evaluate the economic and social benefits of a catering enterprise.
Start with every customer who enters the door.
Careful, patient, careful and enthusiastic care, let the first consumption become the beginning of the next, so that customers in the process of enjoying the excitement of the next. Attaching importance to details, improving product cost-effectiveness, putting customer satisfaction first forever, and letting customers enjoy value-added service and unexpected surprise are magic weapons to improve the rate of return. Improving the return rate is the foundation of catering business marketing.
Come again to decide the livelihood of meal enterprises, and then decide on the development of food enterprises.
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