Why & How You Should Be Taking Care of Your Regulars

Did you know that 5% of a restaurant’s guests account for more than 20% of the total revenue? Or that of those 5%, half are repeat guests?

It’s never been more important to take care of your regulars and VIPs. We partnered with the team at Venga — a CRM that integrates OpenTable and point-of-sale data to reveal actionable front-of-house, marketing, and feedback insights — to share a few data points and best practices for attending to your best customers.

1. Keep track of preferences

According to Venga data, restaurants are not logging guest notes or codes in OpenTable for 40% of their top spenders. Not tracking preferences is a huge miss when it comes to delivering unforgettable guest experiences. Take note if they love a robust Cabernet and suggest a similar bottle next time they come in.

2. Follow up

15% of guests book another reservation after receiving a “thank you” email. Use your email database to follow up with guests and increase your number of repeat visitors. You can also take this opportunity to ask for feedback and encourage them to leave a review on OpenTable or another review site.

3. Market your event or private party space

Almost half (44%) of a restaurant’s top 5% guests have dined with parties of eight or more. Bring in more large groups by focusing your next email or social media campaign on your event or private party space. Not only will you engage your largest spenders, you’ll have an opportunity to reach their companions as well.

4. Target private parties

On a similar note, keep a marketing list of people who have booked private parties and reach out to invite them back. Many private events occur on a seasonal or annual basis (holiday parties, meetings) so do everything you can to lock down this business.

5. Surprise and delight guests

It goes without saying that comping big spenders and regulars will make them feel special. Personal touches like a glass of bubbly or an extra dessert help bring guests back and give you a great return on your investment.And back to point #1, you’ll get bonus points if you personalize your comps to make your service stand out.