‘Marketing Doesn’t Stop at Getting Customers in the Door’

Omnichannel communications and value-oriented customer expectations are two elements challenging restaurant owners and operators, according to a survey from Klaviyo.

“Every guest touchpoint–whether it’s a dine-in experience, an online order, or even a response to a review – can influence future business,”  Mike Eng, Senior Director of Vertical Expansion at Klaviyo, told Modern Restaurant Management (MRM) magazine. “Restaurants need to think beyond just serving great food; they have to consistently deliver positive experiences across every channel to build trust, strengthen their reputation and keep guests coming back.” 

The survey of 8,000 global customers also identified customers’ preferences for finding information and the characteristics that bring them back to particular restaurants over and over.

Understanding Restaurant Guests

Brand websites and web browsing are 533 percent more popular than online marketplaces for restaurant discovery, while one in five consumers discover new restaurants by word-of-mouth,. One-third of respondents said customer reviews and feedback influenced their choice of restaurant for the first time, while 19 percent said competitive pricing or discounts also impacted their decision. 

Brand websites and web browsing are 533 percent more popular than online marketplaces for restaurant discovery.

Among the other highlights:

• Restaurants have the opportunity to connect and convert audiences using mobile websites or apps and push 
notifications.
• Millennials are the only generation that’s most likely to shop with restaurants on mobile websites.
• Restaurateurs should monetize word-of-mouth recommendations through referral programs and social media contests. 

Brand websites and web browsing should also be optimized, as they are the preferred method for restaurant discovery, Eng advised.

 "Marketing doesn’t stop at getting guests in the door – it’s about building long-term relationships," Eng said. "Word of mouth continues to be a major driver of discovery, but guests are also actively researching restaurants online before making a decision.”

Multiple elements impact whether a potential customer actually follows through with a visit and if satisfied guests will return. They include:

• an intuitive website
• engaging social media presence
• personalized marketing efforts
• follow-up emails
• exclusive offers.

“Restaurants that prioritize not just the meal – but the full guest journey – before, during, and after dining – will be the ones that see stronger repeat business and lasting guest relationships,” said Eng. 

Factors Motivating Brand Loyalty

When it comes to brand loyalty, the survey highlights that consistency is a major theme among today’s customer – they want to know they’re getting the same quality, experience and pricing wherever and whenever they shop with a brand. More than half of customers identified consistent product and service quality, followed by affordability and value for the price as their primary reasons for remaining brand loyal. Due to current economic conditions, more than one in four consumers are actively seeking out discounts across the retail and restaurant industries. Exclusive discounts are also the top motivating factor for signing up for brand updates. 

“Restaurants need to create a seamless, omnichannel experience that meets guests where they are…Engaging with guests beyond their first visit is also key,” said Eng. “By integrating marketing tools with their ordering system, restaurants can use customer data to send personalized follow ups and limited-time offers (via email, SMS and push notifications), helping turn one-time guests into loyal patrons. At a time when guests have endless choices, the restaurants that succeed will be the ones that show up authentically, create a frictionless experience, and make every interaction count.”