<\/p>\n
My father owned a neighbourhood bar for 60 years. Dad didn\u2019t have to learn about customer service; his attitude embodied it and the success of his business confirmed his aptitude. He didn\u2019t care much about what other operators were doing; he just knew his customers and made sure they got what they wanted. His focus was a six-block circle around his place, and he ruled that circle. Advertising was by word of mouth, just the way to build a neighbourhood business.<\/p>\n
Times have changed. Running a restaurant is more complicated today, and operators are forever seeking new ways of \u201cputting butts in seats.\u201d And I see plenty of marketers hawking solutions to empty seats as if they\u2019re secrets only a few are privileged to know.\u00a0<\/p>\n
But getting and keeping customers isn\u2019t that complicated. I don\u2019t mean it\u2019s easy\u2014it\u2019s just that the principles that worked for my dad in the \u201930s still work today.<\/p>\n
Today, the buzz is all about \u201ccustomer engagement.\u201d Well, that\u2019s just a fancy way of saying \u201cclicking with people.\u201d Engagement is the foundation of customer service. We engage with people and people engage with us all the time.\u00a0<\/p>\n
If you go somewhere and like how you\u2019re treated, then you\u2019ve experienced good customer service. You\u2019re likely to become a regular. It\u2019s the same with your restaurant. That formula hasn\u2019t changed since Dad\u2019s day. What\u2019s different is the why and how and what you use to engage customers.<\/p>\n
Why. <\/strong>Why are you in business? \u201cTo make money\u201d isn\u2019t the right answer\u2014at least in terms of engaging customers. Think of a \u201cwhy\u201d that appeals to your audience. Maybe it\u2019s to serve amazing food or cater to busy families or provide a community gathering spot. Make the answer the basis of your business plan.<\/p>\n How.<\/strong> How do you make your business better than the competition? How does that difference appeal to potential customers? Build your marketing plan on this answer.<\/p>\n What. <\/strong>What marketing vehicles do you use to engage with your target customers\u2014billboards, community sponsorships, Facebook and other social media, or radio ads? The options are endless; just be sure to use the vehicles your intended customers notice.<\/p>\n Answering the why, how, and what requires you to identify and understand your target customer. I advise operators to head to the Internet and start digging. You\u2019ll find that Gen Z, millennials, Gen X, baby boomers, and seniors have unique menu expectations; they have different preferences for d\u00e9cor, pricing, lighting, dining hours, communication methods, loyalty programs, and peak experiences. What group(s) will you target? How will you make your operation more engaging<\/p>\n Do these things and you\u2019ll create an engaging operation that earns repeat business and ensures a steady revenue stream.<\/p>","protected":false},"excerpt":{"rendered":" That formula hasn\u2019t changed since Dad\u2019s day. What\u2019s different is the why and how and what you use to engage customers. My father owned a neighbourhood bar for 60 years. Dad didn\u2019t have to learn about customer service; his attitude embodied it and the success of his business confirmed his aptitude. He didn\u2019t care much […]<\/p>\n","protected":false},"author":19,"featured_media":4336,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[112,69],"tags":[],"class_list":["post-25729","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-restaurant-bars","category-running-your-business"],"acf":[],"yoast_head":"\nFive ways to increase engagement across all groups<\/h3>\n
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