Where are my restaurant customers?
The year has come to a close and the industry sources show that the final quarter of 2015 had the worst traffic growth since the first quarter of 2014. Where have the my restaurant customers gone?
Some specific markets are doing well such as California but others have experienced significant declines. Industry sources site such factors as the growth in personal income or unemployment rates as the major causes. The rising value of the dollar has also hurt areas that are dependent on tourism or the energy sector are additional factors to be considered.
As we forward into 2016, what are your strategies and plans to grow traffic at your restaurant? Here are a couple of suggestions to help you plot your course.
1. Where are you today? What is your brand reputation and visibility as it relates to the internet? Can consumers find you?
2. How active are you on social media sites such as Facebook, Twitter and Instagram?
3. Do you have a customer database and are you communicating with them on a monthly basis?
4. Are your customers coming back? Has your team done a great job with food quality and enhancing the guest experience?
5. Are your customers loyal? Do you have a loyalty program the encourages customer frequency and increases your check averages?
The first step to the improvement process is to set up your goals for improvement. You can accomplish this by understanding your KPI’s (Key Performance Indicators) by utilizing the tools located within your POS system. Establishing baseline measurements is necessary for setting improvement goals.
Joe Welsh is a partner in CORE Restaurant Marketing a national restaurant marketing agency based in Pennsylvania. Our mission is to bring the best service providers to our clients to help them gain new customers, enhance loyalty, and increase bottom line sales and profitability of their restaurant. We can be reached at 888-890-9492 x 101