Know-How Exchange : Other

Sounds like they need to impliment a classic Customer Retention policy in my opinion.

Lets remind ourselves what customer retention is all about ... Customer Retention is all about three key elements:

SERVICE: And this means great service is offered to customers at every touchpoint, in the case of your client (booking process, welcome when guests arrive, politeness of waiters and waitresses, good food, great after sales goodbye) … all his helps

RELATIONSHIP: How they communicate with their customers, advertisements must be appealing, and regular reassurance mailings.

PUBLIC RELATIONS: Your clients reputation in the area is also vital to retention, its not often that a restaurant will undertake PR, but it is a useful too that they can easily use … charity events held at the restaurant, charitable donations, helping a local kids charity, announce awards and certificates etc.

The major failing with most restaurants appears to be the lack of contact with their customers, its going to be difficult, but I would probably suggest that its worth them ‘investing’ in some CRM techniques (this only need be a spreadsheet with customer details on them, and the dates of visits), within a short time they will learn when most people come back them for another visit (weekly, monthly, quarterly etc), and if for some reason they are late for their ‘usual’ booking, a postcard can easily be sent to remind them the restaurant is still there. A CRM tool like this can also be used for Christmas Cards, reminders about Valentines etc

Others tools to use … I knew someone who owned a restaurant and they invited local celebs to dine for free (that brought the punters in), and they also did the fave trick of given free bottles of champagne if people booked their party table there. Everything is worth trying.

Good luck

First of all..my personal thoughts....

Regarding approach and intimacy:

1. I would recommend hosting an "Open-House" with food, open bar, etc.

2. Devise a short "Event Menu" with maybe 5-6 different entrees to choose from. And a select wine list.

3. Have brochures and/or samples of the regular menu arranged on the tables, making sure the servers can answer all questions.

4. As far as approach: Mail invitations to your demographic ( an exclusive zipcode is a good start), much like the ones you would use to announce a wedding...very nice stationary, ink, print, personalized, and perhaps a little picture card of the inside of the restaurant. Request an RSVP so you can plan your evening.

By sending the "wedding" style personalized invitations, you will exude class and intimacy.

The "free" menu of FANTANTIC FOOD will give people a small taste of what you have to offer an will be much cheaper than mass advertising.

Perhaps you can provide a short welcoming statement and a summary of the restaurant's history, pianist etc. on the sample menus.

Treat everyone like royalty and let them mingle, eat, drink and check it out!

I hope this is along the lines of what you are looking for.

Another suggestion is to check out https://www.promagazine.com . They have a ton of great ideas, articles and stats regarding promotions and event planning.

Good Luck!