Acquiring new guests is five times as expensive as trying to change the behavior of your existing ones, according to research from Invesp. So how can you entice a happy-hour customer to stay for dinner, a morning-coffee lover to add a breakfast sandwich to their order, or a weeknight diner to return for lunch the next day? A recent report from Modern Restaurant Management advises operators to focus on guest segmentation and follow through with personalized messaging to nudge guests in a new direction (while ensuring you’re not swamping them with messages that don’t resonate). It helps to consider time and place when planning your outreach. For instance, a person who comes for Thursday happy hour is more apt to take you up on a weeknight appetizer or dinner offer if they receive your promotion at a time and place where they are able to take you up on it – not on a weekend, or after they are back at home for the evening after work. You can gain insights into guests’ preferences by mining your data – your loyalty program, online reservation records and even your WiFi hotspot can all inform you about when guests are visiting you and what their taste preferences are. From there, you can approach guests in a number of ways based on their behavior and when you’re trying to drive traffic. That could be sending a text when they are on premise to entice them to return the next day for a deal on an appetizer, reaching out to guests visiting during slow periods and offering loyalty reward points for return visits during those periods, or contacting them shortly after a visit to incentivize them to leave a review on social media platforms where you need a boost.