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Diners who have a bad experience do not complain. They just don't come back. This is a familiar phrase and anyone working in hospitality will have heard it countless times before – but it isn't a cliché. Getting customers into your restaurant or bar is one thing – getting them in again is another entirely. Repeat custom is crucial to a prospering business. Regular patrons will be your core customer base and it is important you place considerable value on them, making them a core part of your overall planning. But today's marketplace is competitive. The continuing vagaries of the economic downturn means eaters and drinkers are counting their pennies more than ever. This has led to a drive on the part of eateries, pubs and bars to offer constant value promotions to attract punters. In turn this has fuelled a change in the concept of consumer loyalty – it is not what it once was. Customers increasingly look for the best deal over anything else – making it harder and harder to stand out. It is not, either, that consumers are eating out less. They're not. Recent research by Horizons found the average British adult has eaten out 2.77 times in the past two weeks, compared with 2.02 times in July 2011 – the highest frequency since December 2010. Moreover, spending on drinks has fallen to £12.30 from £12.69 compared with a year ago, Horizons found. We know London 2012 will boost takeaways and quick-service restaurants – but what about over the long-term? A one-off event like the Olympics won't keep them coming back forever. The key to repeat business is to give your customers a reason to come back and this isn't just cheap food and drink – although we have to admit that is part of it given the current climate. Restaurants, pubs and bars need to develop a solid identity – and use this identity to encourage more business. It is all about customer engagement – how are you letting your customers know you value them? What are you giving them to keep them coming through the door? Your overall plan should be based on a consistent approach – customer service, food and drink, overall quality. But underpinning this should be creative ideas. Think about using monthly themes. If you're a restaurant, why not offer different cuisine each month. A pub – get some American craft beers in and hold a micro-brewery evening. Another idea, and a great way to make your customers feel that they belong, is to set up a club scheme. This could offer your customers some exclusives – say you hold a wine evening – make it club invite only. They'll feel involved and valued not only in your bar or restaurant, but in your ethos and philosophy as well. And don't forget social media. There's an awful lot that can be done on Facebook and Twitter and you'd be surprised how ready customers are to interact with you on these platforms. Give customers a reason to come back and they will do. The benefits you will see if you do – in terms of loyalty, reputation and much more – will be significant.
