A few loyal readers of MP’s Monday Minute recently asked:
“Matt, what’s the best way to build a customer database?”
Let’s break it down.
There are 3 core places you should be gaining customer data:
Inside your restaurant
Through your website
From social media
FIRST – Inside Your 4-Walls (Your #1 Priority)
This is the most important opportunity and the one that most of you are missing.
Why?
Because these customers have already:
Decided to eat at your restaurant
Physically showed up
Given you money
And yet most restaurants never ask for their info. Big mistake.
65-75% of customers who give you their info in-store will return.
Only 20-30% of people who find you on social media ever visit.
This should be your top priority for customer acquisition. Period.
SECOND – Your Website (The Tire Kickers)
I’m not talking about online ordering. You already capture that data.
I’m talking about the 50+ people per day who visit your site, check out the menu… and bounce.
Do you have a pop-up with an O.S.G.?
O.S.G. = Offer So Good
It makes them feel stupid to say no.
You need a killer pop-up that stops them and says:
“Want a FREE appetizer or dessert next time you visit?”
That’s how you turn lurkers into loyal customers.
THIRD – Social Media (The Easiest, Not the Best)
Social media may be the lowest quality source of new customer data…
But it’s also the easiest and fastest to scale.
Run a Facebook ad. Collect names, emails, and phone numbers via Messenger. Done.
Yes, the conversion rate is lower than in-store, but the volume makes up for it.
You can build a list 10x faster than relying on your servers or website alone.
What Makes People Give You Their Info?
Not a boring “Join our newsletter.” Nobody wants that.
You need a bribe, something they want, right now.
That’s your O.S.G.
“Free dessert?”
“BOGO entree next visit?”
“$5 off your next meal?”
It’s not giving food away, it’s trading for something way more valuable: their data.
BONUS TIP: Upgrade Your Tech Stack
Stop using fishbowls. Start using Messenger.
We use Facebook Messenger for DRYVER Acquisition clients. It works because:
Everyone’s already on Facebook/Instagram
Their data is already stored
You can collect info in seconds with 3 simple questions
And no, your loyalty program isn’t enough.
Only 10-15% of customers care about your loyalty program.
If that’s your main tool to gather data, you’re playing small.
Your North Star: 300 New Customers Per Month
That’s the minimum.
When you start, you’ll hit that no problem. By Month 3, if you’re under 50/month, you’re toast.
Why you don’t grow sales: You’re adding the same number of new customers as you’re losing. Your database stays flat. Your sales stay flat.
Here’s Your Playbook:
Ask EVERYONE – in-store, on your site, on social
Use an O.S.G. – offer they can’t refuse
Use tech that’s simple, scalable, and not your loyalty program
Let’s grow your list. Let’s grow your sales. Want my team to build your data collection plan for you? Just reply to this email with “I’M READY.”
– MP OUT 
This week’s song: Natural by Imagine Dragons, CLICK HERE to have a listen
This week’s book: DOTCOM Secrets by Russell Brunson. This book is the 101 of digital marketing and is very easy to understand. It will provide insight into why data is so important.
