This week, I'm going to be answering a question that a user,
that a member on my website submitted a couple of weeks ago,
it's about how to increase return visits in your restaurant.
Hey, everybody. Ryan Gromfin here – author, speaker, chef, restaurateur,
and founder of the Restaurantboss.com,
as well as Clickbacon.com
And that's right.
How to increase return visits
into your restaurant? Now,
you hear me talk about this a lot.
There's three ways to increase revenue in your business.
There's three ways to increase revenue in any business,
in your restaurant or anything.
That's more customers, right?
More new customers coming through your front door.
Getting your current customers to spend more money per visit,
and then getting your current customers to come back more often.
A lot of times, you hear me talking about
how to get your current customers to spend more money
because they're already there, it's the lowest hanging fruit.
Of the three in my opinion, especially in restaurants, it's the easiest.
People walk through your door,
you don't need to try to sell them, it's not like
a retail shop where they are window shopping.
They walk in through the front door,
maybe they're going to buy, maybe they're not.
Chances are if someone's walking through the front door in your restaurant,
they're there to buy some food.
So getting them to spend 10-20-30 cents,
50 cents, a dollar, two dollars more
shouldn't be that difficult for you, and I'm not going to get into the
details of that in this video because specifically
someone wrote in and said that they do a really good job.
Their check average or their per person average is nice and high,
they get a lot of customers,
they have quite a few new customers as well as regulars,
but they don't like investing in marketing,
they don't like trying to get
to attract new customers, so he really wants to get
his current customers to come back more often.
There's a formula that I've often said,
it's called the 10 by 3 formula -
that if you get 10% more… I'm sorry!
If you get 10% more new customers to come back,
10% more often and spend 10% more visit,
more per visit, you could double your profits.
And so he literally wrote and he said,
how do I get that 10%
repeat customer to come back 10% more often?
Well, it's very simple.
Sure, we can talk about loyalty programs,
we can talk about memberships,
we can talk about mobile wallets,
we can talk about stamp cards, we can talk about all kinds of stuff.
You already know all that stuff.
Here's the one thing you probably don't know.
It's one thing, two words,
three words actually.
Exceed their expectation,
exceed their expectation, that's it.
If you exceed a customer, or a guests,
or a patron, whatever you want to call it - if you exceed their expectations,
they will come back.
The trick is exceeding their expectations,
not meeting their expectations.
A lot of restaurants dare I say are underperforming,
they're not… they're not even meeting expectations,
but there's a lot of really good restaurants
out there that do need expectations,
right?We all have expectations every time we walk into a business.
The question is, are you exceeding your customer’s expectations?
Well, here's the challenge with exceeding expectations is,
sometimes we go a little bit too far, sometimes we push the envelope too much,
and so how do we exceed a customer's
expectation without going too far?
You have to know what their expectations are,
and how do we know what their expectations are?
Ask some questions,
ask at the hosting, what brings you folks in today? Are you celebrating?
Have you heard about us?
Have you eaten here before, right? What brings you folks in today?
When you drop off their food instead of asking how is everything.
Say, is that exceeding your expectations?
At the end of a meal, say, did we exceed your expectations?
Did that steak exceed your expectations?
How did we do tonight? Did we exceed your expectations?
It's a tough question,
you're going to get some tough answers,
but it's going to take your restaurant to the next level,
and it will dramatically increase
the amount of return visits you get,
which in my opinion is the second easiest way
to increase profits and increase top-line revenue.
So I always want you to be thinking,
are we exceeding our customer’s expectations?
Hope you enjoyed this week's video.
I look forward to bringing you another one just like this.
Have a wonderful week.
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