Creating a post-purchase bond: the keys to customer loyalty in the foodservice industry
December 27, 2024
Your customer has just left your restaurant, all smiles, after registering for your loyalty program.
Good news? Absolutely. But don't be too quick to claim victory: registration is just the beginning.
Did you know that on average, the French are enrolled in 7 loyalty programsbut really only use one or two?
The question is: how to turn this registration into regular visits? Now that you have his contact details, it's up to you.
Your mission: give them a good reason to come back with high-value messages.
We'll show you how, step by step.
Leverage your data to create tailor-made interactions
You've already collected your customers' contact details: e-mail, telephone number, birthday... This is an excellent basis for building personalized relationships. But be careful: it all depends on how you use this data.
To reach your customers with messages that really interest them, it all starts with effective segmentation of your database.
Why? Because not all your customers are at the same stage in their relationship with your restaurant. Understanding their needs and expectations is the key to creating marketing campaigns that resonate.
Here are some ideas for simple but powerful segments:
➜ New customers : greet them with a welcome e-mail that makes them want to come back.
➜ Regular customers : thank them for their loyalty with exclusive benefits.
➜ Inactive customers : follow up those who haven't come in a while with an offer to convince them to come back.
Well thought-out segmentation enables you to send relevant and engaging messages, tailored to each group.
Want to go further? Would you like to optimize your segmentation and discover other ways of organizing your database? Read our dedicated blog post.
Automate your e-mail and SMS campaigns to engage your customers
Visit e-mails and SMS are powerful tools for building customer loyalty. their effectiveness is based on regularity and relevance.
Automation allows you to stay present effortlessly, by sending the right message at the right time.
Result: fluid, personalized and effective communication that keeps your customers coming back for more.
Welcome messages: make a good first impression
When a customer signs up for your loyalty program, they need to feel expected. A personalized welcome message lays the foundations for a lasting relationship.
Why automate it? Every new customer receives immediate attention, without any further action on your part.
Examples of content:
➜ E-mail : "Welcome to [Restaurant name]! Enjoy -10 % on your next visit before [date]. We look forward to seeing you again!"
➜ SMS : "Welcome to [Restaurant name]! 10 % offered on your next order. See you soon!"
The benefits for your restaurant :
✔ You lay the foundations for a positive customer relationship from the very first contact.
✔ You make customers feel valued by showing them that they are immediately taken into account.
✔ Set your establishment apart with professional, personalized communication.
Bringing inactive customers back into the loop
A customer who hasn't come back for a while may simply have forgotten about you. A well thought-out, automated reminder can rekindle their interest and encourage them to return.
Why automate it? Set reminders after 30, 60 or 90 days of inactivity. You can be sure that every inactive customer receives a reminder at the right time, without any manual effort.
Examples of content:
➜ E-mail : We miss you, [First name]! For your return, a free dessert with your menu this week."
➜ SMS: "It's been a while! Come back soon, a free dessert for your return this week."
The benefits for your restaurant :
✔ You reduce the cost of customer acquisition by capitalizing on regulars.
✔ You identify the segments most sensitive to promotional offers to optimize your future campaigns.
✔ You improve the customer experience by offering personalized attention when they feel forgotten.
Targeted promotions: boost your sales effortlessly
Personalized promotions motivate your customers to return, especially if they are tailored to their preferences or habits.
Why automate it? Plan regular or seasonal promotions without thinking about it. Customers receive relevant offers automatically.
Examples of content:
➜ E-mail: "This week, take advantage of -15 % on your favorite burger. Order fast, offer ends Sunday evening."
➜ SMS: "Your favorite burger is -15 % this week. Shall we save you a table?"
The benefits for your restaurant :
✔ You increase the average basket by encouraging customers to try new products or premium options.
✔ You create a sense of exclusivity, strengthening attachment to the restaurant.
✔ You test the popularity of certain dishes or concepts to adjust your menu.
Customer feedback: turn your customers into ambassadors
Visit customer reviews reinforce your credibility and help you attract new customers.
Why automate it? Every customer is contacted systematically after their visit, increasing your chances of obtaining positive reviews, which you can then direct to your Google Business page.
Examples of content:
➜ E-mail: Thank you for your visit! If you liked it, leave us a review here [link]. Otherwise, let us know here [private form].
➜ SMS: Thank you for your visit! Your opinion counts: rate us here [link]
The benefits for your restaurant :
✔ You build trust with future customers thanks to an active presence on review platforms.
✔ You turn your satisfied customers into brand ambassadors.
✔ You anticipate dissatisfaction by quickly dealing with negative feedback.
Special event invitations: Create memorable get-togethers
Special evenings, tastings or new dish launches are an opportunity to strengthen your bond with your customers.
Why automate it? Plan your invitations in advance and concentrate on organizing the event.
Examples of content:
➜ E-mail : "Friday evening, join us for an exclusive tasting of our new menu. Reserve early, places are limited!"
➜ SMS : "Friday, tasting evening at [Restaurant name]. Reserve your place here [link]."
The benefits for your restaurant :
✔ You generate new word-of-mouth opportunities with exclusive experiences.
✔ You attract a new audience by making your restaurant more visible and dynamic.
✔ You create a tangible reason to visit your establishment outside the usual mealtimes.
Our 7 tips for maximizing the impact of your campaigns
01. Personalize your messages
Automation doesn't have to mean impersonality. Customers appreciate a message that seems specially designed for them.
02. Segment for better targeting
Not all your customers have the same needs or expectations. Use your data to classify them into coherent groups and send messages tailored to each one.
03. Create clear, engaging calls to action
Each campaign must invite your customers to perform a specific action, whether it's reserving a table, placing an order or leaving a review.
04. Optimize the timing of your mailings
Sending your messages at the right time is essential to maximize their impact.
05. Test, analyze and adjust
Each restaurant is unique, and what works for one may not be as effective for another.
06. Vary your content
Don't always repeat the same type of message. Alternate between promotions, event invitations, informative content or more personal messages.
07. Respect the mailing frequency
Inundating your customers with messages can quickly annoy them and cause them to unsubscribe.
Creating links after the purchase, the winning strategy
A strong bond with your customers starts now. Need help optimizing your strategy? Contact our teamwe're here to support you.
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