The Only 4 Ways to Increase Restaurant Sales41988

The Only Ways to Increase Restaurant Sales Contents Introduction Chapter Attracting New Customers Mastering the World Wide Web Get your Face Out There Chapter Encouraging Repeat Visits Respond to Customer Feedback Provide Incentives Hold Special Events 12 Chapter Generating Higher Tickets Upselling, Upsizing, and Customization Menu Planning and Design 16 Chapter Turning More Tables Staffing The Restaurant Environment Menu Technology and Equipment rewardsnetwork.com Introduction “One thing has not changed” Earlier this year, something extraordinary happened in the food service industry For the first time in history, consumer spending on dining out overtook that of grocery sales in the United States.1 This is incredible news for restaurants and bars yearning to increase sales, but there are challenges that come with this opportunity Restaurants have always had to face competition from other establishments with similar menus and price points in their area But now, they are also facing grocerants that offer eat-in experiences and other restaurants across the industry spectrum that blur the lines between quick service, fast casual, and even fine dining One thing has not changed, however There are still only four ways to increase restaurant sales: increase the number of new customers, increase frequency of visit for your existing customers, increase the amount of spend per check, and increase the number of table turns or flow-through per day In this book, we’ll be looking at each one of these four methods for improving your bottom line, starting with attracting new customers “Americans' Spending on Dining Out Just Overtook Grocery Sales for the First Time Ever” http://www.bloomberg.com/news/ articles/2015-04-14/americans-spending-on-dining-out-just-overtook-grocery-sales-for-the first-time-ever rewardsnetwork.com Chapter Attracting New Customers Traditionally, restaurants — like the real estate and auto industries — have relied heavily on placements in print media to drive new customers Today, newspaper ads or free-standing inserts in local papers and magazines reach less consumers as subscription rates continue to plummet.2 Direct mail is still a common practice in most industries, but can easily get lost in the overwhelming amount of junk mail your potential customer receives on a daily basis And direct mail’s effectiveness is even lower when not sent frequently and consistently, and when not used in combination with a discount or value offer This is critical to help you break through the thousands of messages consumers receive each day The common thread for all of these practices is the large expense necessary to execute this type of marketing initiative, as well as the ROI Often, your return on investment does not justify the time, resources, and energy needed to make a direct mail campaign truly successful Programs like Groupon® have recognized this shift, and have sought to offer an incentive to new customers by selling discounted digital deals that they have bulk purchased from restaurants and other businesses What seemed like a sure driver of traffic at the height of its popularity eventually cost businesses a lot of money upfront (without driving return visits to compensate) and overwhelmingly attracted existing customers, not new ones.3 “Newsonomics: Single-copy newspaper sales are collapsing, and it’s largely a self-inflicted wound” http://www.niemanlab org/2015/03/newsonomics-the-collapse-of-single-copy-sales/ “Bice: Groupon Isn’t a Good Deal for Businesses” http://www.cnbc.com/id/49092709 rewardsnetwork.com What a lot of restaurants also learned was that offering discounts in bulk undermined the value of their menu, their service, and the experience they had to offer customers — both new and old So, how can you drive new customers without devaluing your brand through discounts? Mastering the World Wide Web The biggest hurdle for acquiring new customers is simply letting them know you exist In today’s world, you must be proactive in reaching out to customers And where are they? The Internet It’s long been understood that customers engage the Internet in their dining decisions at a much higher rate than in regard to other industries, with 92% of consumers having searched for a restaurant on their computer (and 81% on their mobile device).4 What’s more telling, of customers however, is that 75% chose a chose a restaurant restaurant based based upon those on internet search results search results 75 % This puts having an online presence at the top of your marketing needs It’s true that assembling a website can be an expensive endeavor, but it’s also one of the best tools for establishing your brand, providing great information, and welcoming your new customer before they ever set foot into your restaurant And in 2015, it’s a consumer expectation to get an online preview of their dining experience at your restaurant, including up-to-date menus, beautiful photos of your food and environment, and an easy way to contact you for reservations or to ask questions How can you drive new customers without devaluing your brand through discounts? Building your website out is only half the battle, however The real work is in letting potential customers know it’s there If your website is optimized for search, Google can quite a bit of that work for you, but there are many ways to get your name out there and drive even more traffic through your doors Maintaining a social media presence on Facebook, Twitter, or Instagram is one way to advertise through modern word-of-mouth the type of experience you have to offer In our recent survey, 46% of consumers said recommendations from others, both on- and offline, was their primary method for finding restaurants Sharing photos of your specials and talking up your most popular dishes is a great way to drive interest Also, make sure your listing at “New Research: Mobile and Web Search Leads to Action for Restaurants” http://www.singleplatform.com/blog/2013/04/17/ mobile-and-web-search-leads-to-action-for-restaurants rewardsnetwork.com Yelp or other socially-driven consumer sites is up-to-date and complete with photos and content that will stand out in a sea of search results Of course, engaging a marketing program can also reap exponential benefits and draw in new customers For instance, Rewards Network members spend 25% more on average per check than other consumers You not only get the benefit of additional website exposure, but inclusion in email campaigns targeting local customers who dine out more frequently and are looking for new places to try Get Your Face Out There The other natural place to seek out new customers is in your local community, and that marketing begins with the outward appearance of your restaurant itself Having clearly visible signage that draws in undecided customers is still the least expensive form of advertising in cost-perthousand impressions.5 This is especially important for establishments set off of the main traffic pattern (highway or foot traffic) or those that can be otherwise difficult to locate for first-time visitors And the more well-known your restaurant becomes to out-of-towners looking to experience what they’ve only heard about, the more critical making yourself easy to find becomes The state of your grounds and exterior facade can also have a tremendous impact on drawing in new customers Do you have ample parking available so that new customers won’t leave in aggravation without dining? Is your entrance clearly marked and welcoming to passers-by? Curb appeal isn’t just for homes and garden tours It’s an important factor to your ability to draw in people who don’t know you well Vegetation should be well-tended Windows should be cleaned and free of graffiti or scratches Sidewalks should provide a safe path to your door without risk of falls Participating in co-branded events — or larger events in your community — is another great way to reach customers who may not have yet been exposed to your menu and brand experience Keep your eyes open for “SIGNS: Showcasing Your Business on the Street The Importance of Signage for your Business” http://www.comptonduling com/images/pdfs/SBA%20Importance%20of%20Signs.pdf rewardsnetwork.com opportunities to showcase what sets your restaurant apart from others in your area, and be open to cross-promotion with other business owners who could benefit as much as you in the process Partnering up with another business can reap long term rewards — if you’re careful Just make sure your brand is well-represented and doesn’t feel out-of-place or diminished by the other one From neighborhood street fairs to more sophisticated event catering, expanding beyond your dining room will certainly bring challenges to the table, and likely require some open-mindedness on the part of both organizations But if the experience is favorable, positive word-of-mouth marketing could make the difference between a so-so holiday season and a massively successful one for you Now that we’ve looked at how to attract new customers to your restaurant, we tackle the next big task: making sure they come back! Onwards to encouraging repeat visits!   Positive word-of-mouth marketing could make the difference between a so-so holiday season and a massively successful one rewardsnetwork.com Chapter Encouraging Repeat Visits It’s a common misconception that quality of food is the driving force behind repeat visits to restaurants Of course, if the food you serve isn’t exceptional, you may not see a customer return, but great food is no guarantee of that return visit either Food is only one part of the overall experience a diner has at your restaurant, alongside service, value, and atmosphere All four of these factors come together in overall experience to drive return visits Don’t believe us? We have the numbers to back it up Based on 99,000 verified diner survey and actual dollar spend across our network of restaurants, Rewards Network data shows that overall experience is the #1 influencer for return visits, not food alone Even if your food is ranked higher than overall experience in online reviews, the likelihood of a return visit is lower In fact, when the food rating is one point higher than the rating for overall experience, we have seen a 20% drop in the likelihood that diner will return to your restaurant And when the food rating is two points higher than that of overall experience, the chance of that diner returning is actually 38% lower than if the ratings were equal Research also shows that overall experience factors into diner perception after they leave in terms of recommendations as well 95% of diners who rated the overall experience of their meal a out of also said they would recommend the restaurant to others rewardsnetwork.com But if overall experience was only rated a 3, the likelihood of a recommendation to friends and family drops to 6% (and to only 1% with a or rating in overall experience) If you wouldn’t recommend a restaurant to a friend, why would you return yourself? Your reply should be personal to the customer, but not personal to you Offering exceptional service alongside exceptional food is a tried and true method of ensuring customer satisfaction with their meal, and remains a significant factor in why a customer would choose to sit down at your table Consumers want to feel cared for They want to know that they are getting a good value for their time and the expense Respond to Customer Feedback We often think the restaurant experience ends with a paid check and the drop of the napkin as your customer leaves their table But having an engaging experience with your customer after they leave your restaurant is just as important as what happens when they are sitting at the table Monitoring customer reviews — either through a plethora of online outlets or a more formal comment management system — doesn’t just keep you informed of public perception It offers you an opportunity to keep your diners engaged even when they’re not sitting in your establishment or waiting on a delivery at home Addressing customer concerns quickly and calmly goes a long way toward turning a negative impression into a positive attitude about your responsiveness Efficient, accurate, and pleasant service goes a long way toward making customers feel like they’ve gotten their money’s worth And providing that in a warm and engaging atmosphere that is both clean and up-to-date is a proven start to keeping your customers coming back to you again and again But there are three more ways to capture a return visit and increase frequency in customers after they leave your restaurant Do take the feedback seriously, but don’t let your emotions get the better of you Your reply should be personal to the customer, but not personal to you Just let the customer know you care and that you will take steps to rewardsnetwork.com ensure the problem never happens again You’d be surprised how far a well-worded apology can go toward securing a dissatisfied customer’s future loyalty But responding to online reviews is not just for fixing problems Take the opportunity to say thank you when you receive a positive review from a customer Responding to compliments from customers who thoroughly enjoyed their experience won’t just make them feel appreciated It will also make you feel more connected to the people you serve every day and serve as a pleasant reminder of exactly why you opened your restaurant in the first place Provide Incentives With every consumer outlet offering loyalty programs, from grocery stores and gas stations to high-end department stores and the travel industry, the expectation for additional rewards with every purchase is at an all-time high among your customers Credit cards are chosen not just for their interest rates anymore, but also for the cashback, miles, or point rewards they offer on every purchase So, why should restaurants be any different? It’s important to offer customers rewards that resonate with them, and not simply what is important to you Points or miles earned toward vacations, money saved for a child’s education, or contributions to a charity can influence return visits more than priority reservations, two-for-one specials, or other discounted or free items from your menu That’s why it’s important to look at a loyalty program that offers every consumer their rewards of choice: to motivate return visits to the establishments in our program Based on 103,000 verified surveys and over 12 million annual visits to program restaurants, bars, and clubs, we’ve found that diners who initially visited a restaurant based on Rewards Network participation are twice as likely to return to the same restaurant than diners driven by some other factor Simply put, rewards work The expectation for additional rewards with every purchase is at an all-time high among your customers rewardsnetwork.com 10 Hold Special Events Often planned around increasing sales during off-peak hours, special events can also be a prime motivator for increasing the frequency of your repeat customers’ visits What could be more enticing than an activity you enjoy at a place you already know and love? In states that don’t prohibit it, Happy Hour is of course a classic way of bringing customers in at a time easily remembered and very attractive for those just leaving the office Trivia nights can not only drive repeat customers through your doors, but also their friends looking to compete for bragging rights (or maybe a discounted drink or two) Or if your restaurant attracts a quieter crowd, a wine tasting or other gastronautical event could be just what diners need to remember how much they love the experience they have with you In all of these cases, having a limited time offer menu or menu item can drive customers back to you to try something new as well, and often at a premium Putting a time limit on your LTO, even a vague one, can make the difference between thinking about dining with you and actually walking through the door Events like these lead to customers you get to know well and can count on for years of faithful patronage For your customer, it creates the personal feeling of a second home right at your table or bar Who doesn’t want to go to a place where everybody can easily call you by name? And with these type of events on your restaurant’s social calendar, you’ll be shouting “Norm!” in no time So, now that you’ve earned a customer’s loyalty, how can you encourage them to spend more on each visit? That’s what we explore next: generating higher tickets   Chapter Generating Higher Tickets Every so often, we see a nightly news expose or popular website article about how businesses “trick” their customers into spending more money The tenor of these pieces can be pretty harsh you offer, maximizing enjoyment of the meal in a way that also benefits you financially There are two key areas to consider when working with your staff and marketing team to increase spend: upselling and menu design But most restaurants — even on their best days — run on tight profit margins, offering a product that people often take for granted with a quality of personal service that is frequently under-appreciated There’s no shame in wanting to see your business succeed, support your employees, and deliver an exceptional experience to your customer all at the same time Upselling, Upsizing, and Customization Finding a balance between your bottom line and the care and best interests of your customer doesn’t need to be difficult What it takes is a focus on the quality of experience How a server interacts with a customer from the moment they‘re seated can change everything about the quality, size, and price of the meal by the time they set their fork down Customers expect a personable, but nonintrusive, demeanor from restaurant staff, but just being friendly and helpful isn’t enough to increase ticket size (and their percentagebased tip) Suggesting an appetizer or cocktail once seated, even going so far as to rewardsnetwork.com 12 point out popular items, can set the tone for higher tickets right away As customers share their order, servers should not miss opportunities to suggest side dishes or other upgrades — in moderation No one likes a hard sell Train your servers to read nonverbal cues and not overstep in their eagerness to pile more onto the check But by the same token, don’t rush your customers out of enjoying more of your menu either Many a dessert upsell has vanished with a prematurely delivered check Customers will rarely feel comfortable making you adjust a total to add on dessert if they see you have already rung up the meal Upselling is not just about adding whole dishes to an order, however For the limited service sector, upsizing has long been a regular practice Every cashier knows the drill bowl sizes, or lunch and dinner-sized portions are standard opportunities you can give your waitstaff to suggest the value of the larger choice But limited service restaurants don’t always just offer size as an option Giving consumers the option to add “extras” to their meal — such as avocado or more protein, or a Give consumers the option to add “extras” to their meal housemade lemonade over a fountain drink — may seen like small increases, but those individual items can add up to a lot of profit over time Instruct your servers to clarify the quality of liquor — house brand or top shelf label — your guests prefer in their cocktails Most casual drinkers will prefer the brand they purchase themselves for home, and that can translate into a premium add-on “Want to make that a combo? Would you like a large soda for only twenty-five cents more?” This practice isn’t lost to restaurant staff in other industry segments Offering wine by the glass and the bottle, soup in cup and Depending on your menu, the same option can be offered for proteins, with different grades and origins of beef becoming more and more popular with consumers Most grocery stores offer choice between conventional and organic produce or between conventional and cage-free/organic/ sustainably raised proteins If your inventory can support it on a limited number of dishes, rewardsnetwork.com 13 why not offer that upsell opportunity on your menu as well? It’s also important to consider customization that can be suggested by servers without disrupting your kitchen staff According to research firm Technomic, the ability to personalize and customize menu items is a key millennial expectation in restaurant dining, particularly in the quick service and fast casual sectors.6 The future of your increased revenue likely rests with the generation that now outnumbers baby boomers — and wields roughly $200 billion in purchasing power nationally.7 So offering options on your dishes that play into that desire, at a reasonable per ingredient premium, is a win-win scenario for you and your customer Menu Planning and Design We’ve seen this customization trend maximized on limited service pizza menus for years For example, offering a plain cheese pizza offered at an attractively low price, but every topping adding is an additional 50 cents to $1 charge Customers get exactly what they want Kitchen staff maintain a turnkey station set-up that allows for it And There are many ways to impact ticket amount with menu design restaurants can generate tickets that outpace those with exclusively pre-priced pizza options Constructing your entree menu — both in store and online — to prompt these types of customizations (gluten-free options, roasted instead of raw ingredients, gourmet cheeses) will not only increase ticket amounts, but will also make your customers feel like you care enough to accommodate their personal tastes and interests But even without offering a wide range of customization, there are many ways to impact ticket amount with menu design that don’t significantly change how your back of house functions Limited service restaurants traditionally see a strong increase in spend every time they have a combo offer Likewise, in the full service sector, smart pairings of appetizer and entree (or entree and wine) can be priced attractively to inspire customers that might have ordered an entree alone Tasting menus — where small portions of multiple dishes are offered at a single price “The Custom Meal Deal for Millennials” https://www.gfs.com/en/idea-center/culinary-ideas-running-your-business/the-custommeal-deal-for-millennials “10 New Findings About The Millennial Consumer” http://www.forbes.com/sites/ danschawbel/2015/01/20/10-new-findings-about-the-millennial-consumer/#74cbc96d28a8 rewardsnetwork.com 14 — can also be an enticing opportunity for the adventurous or indecisive diner, with higher prices on those items generally meeting consumer expectation The inverse to this would be limited service dollar-style menus or full service small plate menus, where customers can customize their entire order piece by piece Limited time offers are also a prime tool for increasing ticket amounts, as customers can be spurred to impulse purchase on something that may not be available the next time they visit Legibility plays a huge role in both making your guests more comfortable and increasing Your guests will “ooo” and “ahh” even before the dish arrives at their table spend per visit Yes, there are savvy choices like leaving the dollar sign ($) off of prices or using whole numbers without decimal places if your menu is filled with higher ticket items But the psychological impact of your menu structure is not limited to softening sticker shock Having too many items crammed onto a menu page can overwhelm the consumer and lead to guests retreating to “safe” choices, i.e ones that may be less creatively challenging, and therefore lower in price area on the page can keep a customer’s eye coming back to it as they scan other items Use descriptive language that makes higher priced dishes more enticing Would you be more likely to order “salmon in dill sauce” or a “pan-seared Atlantic salmon filet with garlicinfused crust, dressed with our chef’s classic dill rémoulade”? Your guests will ooo and ahh even before the dish arrives at their table Their experience becomes about more than just taste, but an entire evening of intellectual pleasure, so long as their choices live up to the descriptions Of course, being able to incentivize a proportion of your diners to spend more through rewards of choice is also an excellent tool for increasing restaurant sales A recent Rewards Network study showed members spent 25% more on average per check than their non-member counterparts The drive to get a better value for their money, even if it means spending more, remains a powerful motivator that restaurants can profit from And at the end of the night, both you and your customers benefit — no trick to it So, after you’ve brought in a new customer, encouraged them to return, and seen more spending from them per visit, what’s left? Making sure you have as many of these profitable customers as possible by turning more tables Highlighting special items in a boxed out rewardsnetwork.com 15 Chapter Turning More Tables Moving more customers through your establishment on any given day is definitely a challenge, and being filled to capacity requires different tactics to manage than it would if you’re under-booked Marketing and consumer influence can’t get tables turned at a steady pace or keep customers progressing swiftly through your ordering line You have to rely almost entirely on the efficiency of your staff and the infrastructure of your restaurant itself Conducting a thorough audit of what happens from the moment a guest walks through your door until they pay can expose areas of improvement for you and your team What follows are four factors to keeping service moving at a profitable pace: staffing, your dining space, the menu, and your equipment Factor One: Staffing More than with any of the other four ways to increase restaurant sales, your entire staff can have a profound effect on generating faster table turns and flow-through at your restaurant Of course, no one wants customers to feel rushed or “managed” through the process of dining out That doesn’t make for a good experience — or a return visit But prompt attention at every stage of the customer’s visit can make the difference between three or four seatings in a dinner shift and just one or two If your restaurant is full service, begin with looking at your host’s process of seat management Savvy restaurant operators will divide their tables into quadrants, filling them with guests as they arrive in rotation so no rewardsnetwork.com 16 Four factors to keep service moving at a profitable pace: Staffing one area becomes overwhelmed Your servers will be able to maintain an even pace in caring for their guests, and no employee ends up with less to (or less tips) than any other Your kitchen staff will also thank you, as no one section or server will end up dominating their prep line, making orders more difficult to execute, and the potential for tension much greater It’s also important for every member of the team to stay alert and responsive to the timing of their duties Are orders being taken promptly and input into the POS system immediately? Are checks being presented and collected in a timely manner? Are tables bussed and reset as soon as your guests leave? Your front of house manager should be able to feel the rhythm of service when everything is streaming effectively — and when things need to be ironed out as well Identifying what factor is slowing down table turns or holding up the order line is key to course correcting a problem before the end of the shift Factor Two: The Restaurant Environment Restaurant Environment Menu The space your guests physically occupy is also crucial to maintaining a steady flow of business Bottlenecks in an order line can make for some very angry customers by the time they reach your cashier, but it also can cost you revenue Not only are there less people being served in the same amount of time, but long, unmoving lines can easily deter customers from eating with you If it’s a choice between a confusing, messy line going out the door or another restaurant with the appearance of quick ordering and delivery, guess which one a casual diner is likely to choose The same can be said for bottlenecks at the front of full service restaurants surrounding the host or reservation desk Even if the guests waiting made reservations, having to occupy a physically uncomfortable space before sitting down for a meal does not leave the best impression Equipment Adding a separate station for pick-up orders that are called in ahead of time can help mitigate this issue, as can remodeling rewardsnetwork.com 17 your front of house space to allow for enough room in the entrance to accommodate more than one or two waiting parties Once your guests are seated, you have the right mix of tables for your average dinner party sizes? If you know the majority of your reservations and walk-ins are parties of two, but the majority of your seating is four-tops, you’re likely leaving money on the table (or making for a lot of unnecessary scramble) Factor Three: Menu Believe it or not, menu design does have a significant impact on the ability to move customers through your establishment It begins with the number of choices you offer your customers Many restaurateurs will presume that the more options you give a diner, the more likely it is they will find something they’ll want to order The opposite is actually true — and scientifically proven with what has come to be known as the Jam Study.8 In short, a study conducted in 2000 (and verified once again in 2015) proved that offering consumers a display of 24 types of jam would produce more initial interest, but ultimately far less sales than a display of types of jam One tenth of the sales, in fact Why is that? Because consumers are effected by what’s known as “choice overload.” The reverse is also true If you frequently host larger groups of diners, consider a standard large table set-up in one part of your dining room, perhaps even building out a party room for private events You will be saving your staff time on set-up they could be using to turn tables in your dining room, and it gives you an opportunity to monetize options that match exactly what the customer is looking for: privacy, extra attention, and a planned menu The result for your restaurant may not always be less sales, but it can frequently lead to exponentially longer times for ordering, slowing down service in kind The more difficult you make the decision for your guest, the longer they’ll be sitting at a table without food resting in front of them And that means less table turns for full service restaurants and significantly slowed flow-through in limited service circumstances as well Keep your menu limited and legible, particularly if your establishment maintains low lighting Nothing is more frustrating when dining than having to squint to make out item descriptions Also, allow for white space on the menu page It may feel like wasted space “The Jam Study Strikes Back: When Less Choice Does Mean More Sales” http://digitalintelligencetoday.com/the-jam-studystrikes-back-when-less-choice-does-mean-more-sales/ rewardsnetwork.com 18 to you, but it’s critical in giving your customers’ eyes the ability to move around unfettered, distinguish between items — and make their decision without delay And studies show most customers will only spend an average of 109 seconds perusing your menu, so make sure you organize it in such a way as to make the experience less frustrating.9 Factor Four: Technology and Equipment The number of choices on your menu also impacts your back of house in considerable ways, and can lead to longer wait times Too many choices can mean too much disparity in prep and cooking spaces for a single kitchen to manage without constant set-up and breakdown And if your kitchen is not set up to minimize unnecessary wait, you could be cheating yourself out of the opportunity to serve more customers — and turn a greater profit Observe a standard night’s service carefully from the sidelines and see if your kitchen flow makes sense Are your chef and staff tripping over each other? Is equipment like freezers and warming drawers in locations that make for efficient use? Is inventory managed effectively and organized for easy access? Do you even have all the tools you need to quickly produce routine orders without creative workarounds? Also consider your POS – does it work as well as your staff needs it to? Technology is a boon to every workplace, but only when it works the way it should If your system gets backed up, experiences lag time in communicating between the front and back of house, or drops orders, you could have a staff training issue, or it could be time for a new system Either way, ensuring that your POS is configured specifically to meet your needs can eliminate the kinds of service hiccups that slow down business — and ultimately affect your bottom line “The Psychology of Menu Design: Reinvent Your 'Silent Salesperson' to Increase Check Averages and Guest Loyalty” http://rrgconsulting.com/psychology_of_restaurant_menu_design.htm rewardsnetwork.com 19 To learn more about how Rewards Network can help you increase your restaurant sales, CONTACT US TODAY: Cheryl Parsons Vice-President of Marketing, Rewards Network 312.291.5830 parsonsc@rewardsnetwork.com RewardsNetwork.com ... changed, however There are still only four ways to increase restaurant sales: increase the number of new customers, increase frequency of visit for your existing customers, increase the amount of... value for their time and the expense Respond to Customer Feedback We often think the restaurant experience ends with a paid check and the drop of the napkin as your customer leaves their table... up -to- date is a proven start to keeping your customers coming back to you again and again But there are three more ways to capture a return visit and increase frequency in customers after they