Yesterday, I came across a Facebook post that stopped me in my tracks:
“Ignore what Google says. Our restaurant is not permanently closed. Please come and see us.”
This isn’t just a one-off incident; it’s a glaring example of why Commandment #2 of the ABR Commandments—Build a Database—is non-negotiable.
The Illusion of Control
Relying solely on platforms like Google, Facebook, or Instagram for your restaurant’s online presence is akin to building your house on rented land. These platforms can change their algorithms, policies, or even shut down your page without notice. If that happens, and you don’t have direct access to your customers, how will you communicate with them?
In my article, Commandment #2: Build Your Database for Explosive Growth, I delve deeper into the importance of owning your customer data. Without it, you’re at the mercy of external platforms
The Power of Ownership
Building your own customer database—through email, text, and Messenger—gives you direct control over your communication channels. It’s not just about collecting data; it’s about creating a system where you can reach out to your customers whenever you need to, without relying on third-party platforms.
In Turning Swarms into Subscribers: How to Capture Contact Info and Build Your Database, I discuss strategies to effectively gather and utilize customer information to enhance engagement and drive sales.
Real-World Impact
Consider this: a restaurant doing $1 million in annual sales with only a 2,000-person email list is missing out on significant opportunities. We’ve assisted restaurants in building databases of 30,000 to 40,000 contacts within a few years. This isn’t just about numbers; it’s about creating a loyal customer base that you can engage with directly.
In Why Restaurants That Don’t Build a List Keep Bleeding Customers, I highlight the pitfalls of neglecting database building and the long-term consequences it can have on customer retention and revenue.
Taking Action
If your current marketing strategy relies heavily on third-party platforms, it’s time to reassess.
Creating a User-Friendly Website: Ensure your website is up-to-date, mobile-friendly, and provides essential information.
Implementing Data Collection Tools: Use forms, loyalty programs, and promotions to gather customer information.
Engaging Through Multiple Channels: Regularly communicate with your customers via email, text, and Messenger to keep them informed and engaged.
For a comprehensive guide, check out Day 217 – The Puzzle – How to Build a Winning Customer Database for Your Restaurant: A Step-by-Step Checklist, where I provide actionable steps to start building your database today
Remember, owning your customer data isn’t just a marketing strategy; it’s a business imperative. Don’t wait for a platform glitch to realize its importance.
Stay proactive,
Matt
