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Its What You Know Series, Part 2: Know Your Customer
The first step in going forward with any improvement plan is to take a moment to assess your current position.
The following quiz is designed to help you get to know your customer base. Take the quiz right now, then follow it up with a look at some factual information to see how accurately you can identify your typical customers.
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What type of customer (single, family, senior, business, etc.) are you attracting to your restaurant?
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When are they there?
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Why is this customer in your restaurant at that given time? What are you doing right to get them there?
How can you take what you are doing right and improve on it? What steps can you take to build your repeat business and attract additional customers?
We posed these very questions to several veteran restaurateurs. After taking a look at their customers' demographics, they shared some of their thoughts and techniques for attracting, keeping and building their customer base.
"It's important to conduct research regularly to define your customer base and the way they interact with your brand," commented Thomas J. Russo, CEO of The Ground Round, Inc. "As customers change their lifestyles, their preferences change as well." Being perceived as a family place has helped The Ground Round grow along with the trend toward casual dining.
Paul Conforti of the Finale Dessert Company in Boston does quarterly surveys to help him analyze his customerbase. His research shows who is coming and when. "We are the 'after place'. Customers come after dinner or after the theatre. We work hard to have a strong relationship with surrounding restaurants and we advertise in playbills, too." But its not enough to just attract new customers, "Building repeat business is all about execution," he said.
John Sully, whose Yardarm Restaurant in Orleans attracts all types, said that "It's important to have a type of customer in mind, but not be exclusive to that style." John explains that frequently, customers will come in to his pub because it has a good reputation for sports, but they come back because it has an even better reputation for good food. His formula for success includes, "Good service and good value for the dollar. Show appreciation to each customer and be sincere." According to John, these things have been very successful because they grow his customer base through word of mouth.
Brad Fredericks of Fajitas & 'Ritas needs to accommodate both a strong lunch trade and an even busier dinner crowd. "We concentrate on expediency at lunch time and 'fun' at dinner time," he says.
Rhonda Woodman, of Woodman's of Essex, encourages restaurateurs to go beyond figuring out the general demographics of their customer base. "Know who your customer is-personally. Keep them coming back by making them feel special and enhancing their experience,"she advises.
Tony and Donna Balletta of The Monument Grill in Leominster said, "We absolutely believe and practice the concept of selling an experience more than just a meal." As a restaurant that attracts a strong business crowd during the week and is more of a destination on weekends, the Balletta's say they 'set the stage every shift.' Paying special attention to the lighting, music, and staff communication.
"We have a very strong, personal presence in the restaurant so we know what our customers' needs are. This attitude rolls through our entire restaurant. Even our kitchen staff knows the names and needs of repeat customers." As a result, the Balletta's feel confident that, "Every employee is focused on making our customers' experience what they want it to be." The entire staff at The Monument Grill strives to exceed their customers' expectations by customizing their order through the kitchen, taking care of their needs before being asked, a simple, pleasant greeting and an all important 'thank you' for their business.
Word of mouth is an important way to keep attracting new customers, but sometimes its not enough. Rhonda Woodman also advertises in tourist areas since her customers usually come from a recreational base. "We are also working on increasing our base of off-season, local customers by offering 'chowder tastings' and target advertising," she said.
Brad Fredericks also spends some money on advertising because he sees it as "an investment in future business," he said. "We keep ties with the local community with charitable programs and involvement in business and neighborhood associations. We encourage functions as a way to let one of our present customers bring in 50 others, who may not have been customers." Brad said that the most common function at Fajitas & 'Ritas is 30th birthday parties, which has great potential for creating new repeat customers.
These restaurateurs all learned something about who their customers are and what time of day they are most likely to be dining at their restaurants. This helped them to formulate some new, successful strategies to customize their operations to maximize customer enjoyment. Here is some additional feedback and a few examples of how you can use the knowledge you gained from your analysis of your customer base and put it to work for you:
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If you would like to make your establishment more attractive to single diners, offer a place to sit at the bar or perhaps a communal table where single diners could share the company of other single diners.
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For couples, offer some privacy and peace and quiet away from the activity of the kid-friendly areas. A littlesoft lighting and music can help create the right atmosphere.
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To turn seniors into repeat customers, try offering a smaller portion with a smaller price tag and make sure your restaurant and facilities are easily accessible to all. And, like childless couples, seniors may be turned-off by the energy level in the family area.
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Keep the small fry happy and parents will thank you by becoming regular customers. Offer these diners special children's meals like mac & cheese, burgers and grilled cheese. Make it easy on mom and dad by offering covered cups, and place mats and toys to keep the kids busy. Hand out balloons, cookies or candy or try hiring a magician or clown during the times when families are most likely to be your customers to entertain kids table side while they are waiting for their meals.
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Business people and lunch hour diners will keep coming back for fast service. Try offering a few .guaranteed fast. entree choices and specials built for speed.
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And don't neglect the number one growth area for restaurants by giving short shrift to take-away meals. Mention take-out possibilities in your regular menu and some of your current eat-in diners may think of it for take-out next time. Pack food in the right containers and make it easy for customers to phone or fax an order to be picked up on their way home from work.
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When it comes to customer service, little things can mean a lot. A personal greeting (by name for regulars) is always appreciated. While customers are waiting for a table, offer them a drink or have a server circulate with appetizers. Customers won't mind the wait so much and it could generate extra sales. And don't get sloppy on the basics. Customers should be treated with respect, courtesy and politeness. Give them fast seating and service and serve food that is hot and fresh.
With your increased knowledge of your customer base, and these additional tips, you should now be able to make a list of at least five action steps to take in the next few months. Knowing who your customers are and when and why they are dining with you will help you to build on your current customer base and continue to attract and keep new customers.
Back to Its What You Know Series
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