In light of concerning downward trends and more economic uncertainty on the horizon, Nation’s Restaurant News (NRN) shares a simple, effective formula for restaurant owners, born from a study by Popmenu. “The data is clear that if you reach more guests more often, your orders increase.”
And while that seems straightforward and almost, well, obvious, it is in the execution that restauranteurs will find success. “Most operators already have the tools needed to execute quickly,” adds NRN.
What is most useful about the study is the way it quantifies the data for easy reading and benchmark goals. Restaurants concerned about increased costs or decreased guest visits can use this solid data to create plans for success based on real, concrete numbers. For example, “to reach $1M–$1.5M in annual sales, restaurants should maintain a minimum of 4,654 guest contacts in their database and add 127 new ones per month. They should send 7,059-plus emails or texts each month and post on social media at least nine times each month. To reach $7M–$10M in annual revenue, the benchmarks rise to 20,256-plus guest contacts with 690 new ones added monthly, 38,671-plus emails or texts per month, and a minimum of 15 social posts per month.”
Some restaurants may have mailing lists reaching these numbers already. Some might be smaller, but the proportions are the same. Adjusting percentages for restaurant size, success lies at the end of this equation, according to Popmenu’s study. NRN says, “While this isn’t a perfectly controlled scientific model, the patterns are statistically meaningful and provide a practical playbook for the marketing activity required to meet revenue goals.”
Because most restaurants have the necessary tools in some capacity, NRN took the formula and created quick implementation tips for owners and managers to begin right away. Simplified, the advice looks like this:
- Ask guests for their information. You can’t have what you don’t ask for.
- Keep the data organized. Make sure you don’t duplicate profiles or confuse data—this will annoy and isolate guests.
- Use AI and automation. Marketing takes work, but there are tools for efficiency.
- Personalize outreach. Utilize automations to make guests feel known.
- Categorize outreach. Divide your audience into segments that make sense for specific messages.
Richard Weil, owner and principal of National Restaurant Consultants notes, “While many operators have used guerrilla marketing type techniques for years, often they forget to get back to the basics. Some of these techniques even go back as far as old-fashioned pin studies. The simple opportunity to speak with your guests can generate thousands of dollars in repeat- and word-of-mouth for new guests. Going back to basics is sometimes the best choice.”