The habits and tastes of the couple who dines with you on a Friday night are likely much different from those of the parent who brings his child in for lunch with you on a Saturday. So your outreach to these guests must be different too. As Paytronix CEO Andrew Robbins recently said, “Fifty percent of people are day-dependent. The day they make a purchase is hugely important.” Getting the day right when communicating offers to them, he says, can make marketing to these guests 50-58 percent more effective. Your loyalty program, therefore, should be able to make guests feel like you’re interacting with them personally (without them noticing you’re doing so at scale). For example, if a guest loves getting takeout from you on a Friday night and she tends to ignore emails, you’ll have an easier time securing her order if you tempt her on a Friday afternoon with a text message that includes a link to (and even a visual of) her favorite order. It’s a much easier “yes” than a blanket email for a new lunch combo deal – though directing that to a certain subset of your guests may work perfectly. When you get guests to sign up for your app or to other forms of communication from you, how far are you able to drill down on their habits and preferences? Consider not just what they like to eat but when, why and how they like to hear from you. More data from them should equal more detailed customization from you. In the past few years, restaurants’ virtual storefronts have become more important than their real-world storefronts. Your online presence — particularly your online menu — must not only provide viewers with the information they need to place an order. It also needs to be found easily in an online search, then it must present information in a user-friendly manner that is suitable for viewing on a mobile device and doesn’t require visitors to do a lot of scrolling and clicking to find what they need. In a recent Forbes report, Oleh Svet of the software provider Computools advises restaurants have a mobile-optimized version of their menu in a small file size that loads quickly — since hungry people don’t like to wait. Svet says trying performance tests like Lighthouse or PageInsight can help determine how well an online menu is doing in these areas. Optimizing the menu for search engines is important too. Svet recommends using AWS S3, AWS CloudFront or another content delivery network to help. |
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