Posted by Tim on October 29, 2014
This is Part 2 in a series of articles about attracting the “need states” of online customers - the needs and key decision-making points of each customer segment. The last piece addressed
Special Occasion Customers. Today we address Routine Customers.
Routine Customers. According to a recent survey in the restaurant industry, about 30% of patrons account for 60% of the traffic in a restaurant. These are the customers you want. What interests these Routine Customers?
• Convenience. There are things you can do to enhance convenience beyond just the
ability to order from a mobile phone – specified takeout parking and a separate pickup line for takeout orders inside your restaurant are both great. If possible, you can step it up another level and add curbside delivery in your parking lot.
• Outreach to the local area. We know of a sandwich shop that partnered with a property manager, supplying complementary salads as part of a tenant appreciation day at a local office complex. Each complimentary salad included a card with an online ordering promo code. Every person within the office complex immediately knew about their restaurant, how good their salads are, and had a discount on their next online order.
• More outreach. Respond to what’s going on in the community. Harsh weather? What kind of special offer can you email to your customers to help alleviate their pain? A well-known burger chain in California sent their mobile truck to the site of some local flooding a number of years ago and handed out free burgers. Talk about developing word of mouth!
Up Next: Part 3 - Attracting impulse customers to order online.
Posted by Tim on October 18, 2014
Making sure your
restaurant attracts as many online customers as possible depends, in part, on understanding the “need states” of customers – the needs and key decision-making points of each customer segment. This is the first of three articles looking at the various types of online customers and their specific needs. Part 1 looks at Special Occasion Customers.
Part 2 will discuss Routine Customers, and Part 3 will address Impulse Customers.
Special Occasion Customers. These patrons want to celebrate a special event – i.e. a birthday or job promotion - with a special takeout meal they can enjoy at home or at some other special location.
• Reliable, dependable service. Customers know they can depend on you to come through when it really counts. Their online order is ready when they come in, and the food is always great.
• Attractive, leak-proof containers. No one wants to mar the occasion by having to clean up a mess. Also, make sure those containers allow for the best presentation of the meal. Customers don’t want to open a container and be confronted with “takeout mush.”
• Special Offers. You might be able to make an extra sale if you offer something special - like a pair of candles to complement their nice meal. This customer can be easily upsold items because they are ordering for a “special” dinner. The best way to capture that extra revenue is to cross-sell, like suggesting side orders with entrees.
• What type of special occasion? You can ask the customer as part of the checkout process: Is this a special occasion? If so, what type? Based on their answer, you may be able to provide them something special to recognize their celebration.
