![]() Let me give you one more for the road, Chandler. That is why you two are the best.īut I couldn’t let Jon steal all my thunder, so I had to jump in and give him a fourth. That’s the way you market a restaurant within the four walls of it. So for about $6 you got 3 visits out of him with a 70% likelihood of a 4th. The chicken was a wash out because it was a discount. The rib dinner cost you $5 in ingredients. You have incentivized three visits! Jon T: So they finish the meal, you go up you say, “So how was the chicken?” “It was freaking great!” “Are you full?” “Totally stuffed.” “Man, next time you got to try my cheesecake. It’s never about the one time sale, it’s always about the relationship and repeat business, especially in a hyper-local environment like restaurant and food. You need to get them in the door one more time. So you’re in, but the statistical likelihood of this customer coming back has only slightly risen. Not with a printed coupon, a handwritten card. Now he comes in for the second visit, drops the business card on the table, everybody knows this is the second visit, because the red napkin was the first visit and now he’s got the business card. Come in for the chicken!” Now I’m prompting a second visit. “Well then, you have got to try my chicken. “$5 off chicken.” “Did you like the ribs?” “Loved them!” When he’s leaving, the manager comes to the table, and writes on the back of a business card: I know he’s a first time customer because he’s got a red napkin. ![]() Gary sits down, he’s eating dinner, now he’s getting his free rib dinner, he orders water, and it cost him nothing. Okay, so you put a red napkin at the table. Holy moly, the red napkin thing is genius! We can totally make that work! Jon T: Once they’re there the third time, you own them. These are the inside tricks of the trade. Everyone on your staff should know what’s going on. Identify them as a first time customer, connect with them and work to get them back a second time and a third time. You sit them down, put a red napkin on the table, not a white one. and I talked about the THREE most important steps for customer retention and life-time value. ![]() You have to market to three visits, not one. The third time they come, the statistical likelihood of a fourth visit is over 70%. The second time a customer comes and has a flawless experience, The statistical likelihood of a third visit is still about 42%. If somebody goes to a restaurant for the first time and has a flawless experience, the statistical likelihood of them doing a second visit is about 40%. And here’s something that nobody else will tell you. Second, you’re paying $4.65, not $40 to $60 for each customer. First of all, don’t make them pay until the end.
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