A restaurant owner wasn’t happy.

She said, “I thought y’all were going to help me grow my sales. This in-store marketing program won’t do that. I want something that gets me new customers.”

Well… she’s 100% wrong.

However, before we delve into why, let me provide some context.

A few weeks ago, my team helped design an in-store marketing kit for a restaurant using our ABR Acquisition Program. This program helps restaurants build a customer database that drives trackable sales using email, text, and Facebook Messenger marketing.

To get customers into the system, we give them awesome offers in exchange for their data when they take one of three actions:

• Scan a QR code in-store

• Comment on a Facebook post

• Respond to a targeted ad

It’s a simple concept, commonly known as a VIP Program.

Now, back to why she was completely wrong…

The most valuable customer you’ll ever meet is the one already inside your restaurant.

And here’s a scary fact:  90% of those guests aren’t in your marketing database.

Worse yet, most restaurants are doing NOTHING to fix that.

Did you know customers whose data you capture inside your restaurant are 5x more likely to return than those captured online?

This owner wanted “new customers.” But that’s only one part of the equation.

If that’s your only focus, it’s like building a house on sand.

There Are 3 Types of Customers:

• New

• Frequent

• Lost

Your frequent and lost customers are where the gold is.

Why? Because they already know who you are, where you are, and trust you enough to walk through your doors.

Yes, new customers matter. But they can’t be your only play.

There Are 3 Places to Capture Customers:

• In-Store

• Your Website

• Social Media

We’ve tested this across thousands of restaurants over 13+ years.

Here’s what the data shows:

• 67% of customers who opt in will return — if your offer doesn’t suck

• 30% of in-store opt-ins result in a return visit

• Only 15% of social media opt-ins come back

We’ll talk more in future emails about building across all three channels, but today, we’re focused on in-store.

Here’s the truth:

Many of the people walking into your restaurant today are new or lost customers.

If you don’t capture their data, you risk never seeing them again.

Meanwhile, your best customers, the frequent ones, will spend more and visit more if you market to them correctly.

Let’s face it: Your team isn’t great at upselling desserts and appetizers.

 

But digital marketing? It’s excellent at it.

Still, none of that matters if you ignore in-store marketing efforts.

My Top 3 In-Store VIP Program Pitches (Facebook Messenger Version)

Here’s how your team should be inviting guests to opt in, every day:

1. “Are you a member of our VIP program?”

 

If not, great — scan here and get a FREE [XYZ] on your next visit. You’ll also get a free dessert and a free appetizer. And no, we don’t spam.

2. “Want to win $100 cash?”

 

Every month, we give away $100 to one of our VIP members.

Here’s last month’s winner, Emily (show a flyer or table tent with her photo).

Just scan here to join and get 3 free offers instantly.

3. “Want to win a $100 gift card?”

 

Scan this code,  it takes you to our Facebook page. Comment on the pinned post and you’re entered. Plus, once you comment, you’ll get a message with 3 free offers via Messenger.

The foundation of your restaurant’s marketing program is your customer database, and the most important place to build that is inside your four walls.

Stop ignoring the people walking in every day.

Stop assuming they’ll come back.

Do whatever it takes to find out who they are.

– MP OUT 

 

 This week’s song: Stereo Hearts by Gym Class Hereos

 This week’s book:  DOWNFALL OF AN ICON: The True Inside Story of Publishers Clearing House