The economy is on the move, although not at a racer's pace. None the less things are looking better.
Here's a question: “How do you win customer loyalty? Loyalty is the mainstay of a company because happy customers are your best sales representatives. Here is an example.
Phil Romano, the founder of Fuddrucker's, the national hamburger chain, once owned a small, out-of-the-way Italian restaurant called Macaroni's. He packed the place on Monday and Tuesday nights, a time when most restaurants struggle to keep their doors open. Here's why: Apart from the fact that Macaroni's served good food, Romano had a gimmick based on the old Psychology l01 principle: Random rewards beget regular behavior.
In this case, the behavior was eating at Macaroni's on an off night. If you happened to be dining there on a randomly chosen Monday or Tuesday night, you and the other 200 or so customers received a letter instead of a bill at the end of the meal. The letter stated that because the Macaroni mission was to make people feel like guests, it seemed awkward to charge guests for having a good time. So, once each month on a Monday or Tuesday — and always unannounced — everyone would eat free.
Here's what the stunt cost Romano: One night comped, out of 30 days, reduced his revenues by 3 percent. But he had a full house eight nights a month when the place would normally be nearly empty. And word-of-mouth testimonials are one of the most effective forms of advertising.
In one fell swoop, Romano got a couple hundred tongues wagging, “You won't believe what happened to us last night at Macaroni's….”
I don't know if the Macaroni Grills here in San Diego County are owned by the same customer loyalty creator named Romano but I imagine they are. Customer loyalty isn't impossible to get; you just have to be creative and consistent.
I believe that most consumers look for consistency, loyalty and comfort when they eat out. The price is important, but loyalty is built into customers by letting them know how important they are.
Welcome them, thank them, treat them with down-home care, serve hot food hot, cold food cold and you will win their hearts and wallets, too. Remember, the shortest distance between two people is a smile. If you can throw in something unique as Romano did, you are unbeatable.
Here's a question: “How do you win customer loyalty? Loyalty is the mainstay of a company because happy customers are your best sales representatives. Here is an example.
Phil Romano, the founder of Fuddrucker's, the national hamburger chain, once owned a small, out-of-the-way Italian restaurant called Macaroni's. He packed the place on Monday and Tuesday nights, a time when most restaurants struggle to keep their doors open. Here's why: Apart from the fact that Macaroni's served good food, Romano had a gimmick based on the old Psychology l01 principle: Random rewards beget regular behavior.
In this case, the behavior was eating at Macaroni's on an off night. If you happened to be dining there on a randomly chosen Monday or Tuesday night, you and the other 200 or so customers received a letter instead of a bill at the end of the meal. The letter stated that because the Macaroni mission was to make people feel like guests, it seemed awkward to charge guests for having a good time. So, once each month on a Monday or Tuesday — and always unannounced — everyone would eat free.
Here's what the stunt cost Romano: One night comped, out of 30 days, reduced his revenues by 3 percent. But he had a full house eight nights a month when the place would normally be nearly empty. And word-of-mouth testimonials are one of the most effective forms of advertising.
In one fell swoop, Romano got a couple hundred tongues wagging, “You won't believe what happened to us last night at Macaroni's….”
I don't know if the Macaroni Grills here in San Diego County are owned by the same customer loyalty creator named Romano but I imagine they are. Customer loyalty isn't impossible to get; you just have to be creative and consistent.
I believe that most consumers look for consistency, loyalty and comfort when they eat out. The price is important, but loyalty is built into customers by letting them know how important they are.
Welcome them, thank them, treat them with down-home care, serve hot food hot, cold food cold and you will win their hearts and wallets, too. Remember, the shortest distance between two people is a smile. If you can throw in something unique as Romano did, you are unbeatable.