Restaurants seek secret recipe for creating loyal customers

Is there a secret recipe for creating loyal restaurant customers? For top brands and restaurant operators, the need is to understand the long-term values of their customers. On average, loyal customers (also known as loyals) tend to frequent a favorite chain more than non-loyals. Hence, loyals are lucrative groups targeted by restaurant marketers to boost the brand and increase sales. Moreover, loyals help build a strong commitment for their favorite brands and are much more likely than non-loyals to recommend a particular restaurant, specific entrées and/or beverages.

Key Takeaways:

• New research from global market research firm The NPD Group offers insights into why loyal customers are so sought after.
• Loyals have a strong commitment to a brand, and are far more likely than non-loyals to recommend a place, specific food or beverage.
• Loyals frequent a chain on average four times more often than non-loyals, making them a lucrative group to target.

“New research from global market research firm The NPD Group offers insights into why loyal customers are so sought after, and what operators should — and shouldn’t — do to keep them coming back.”

http://nrn.com/marketing/restaurants-seek-secret-recipe-creating-loyal-customers