How does a restaurant get more regular guests?
A restaurant wins regulars when it knows guests by name, gives them a reason for the next visit and stays in touch after the visit.
The short answer.
A restaurant gets more regulars when every guest has a reason to come back at the first visit and the restaurant keeps in touch afterwards. Three things count: knowing the guest by name, giving them a concrete occasion for the next visit and reaching them after the visit. You do not need discounts for this.
Which levers bring guests back?
Five levers are doable for a restaurant day to day. The order is a recommendation from practice, not a measurement.
| Lever | What you do | Effort |
|---|---|---|
| Remember names | Note name, favorite dish and occasion after the visit | One minute per guest |
| Name the next occasion | Say at goodbye what comes next, for example the new menu | One sentence at the table |
| Ask for contact details | Ask at payment whether the guest would like to hear about new dishes | One sentence at the till |
| Get in touch after the visit | Say thank you and give a reason for the next visit | One short message |
| Reach out to guests who stayed away | Write to guests who have not been in for a long time, without pressure | One list and one text |
Why don't guests come back after the first visit?
Guests often stay away because nobody contacts them again afterwards, and not necessarily because the food was bad. After they pay, their contact with the restaurant ends. The next time they are hungry, they think of the place that comes to mind, and that is rarely the one they visited once. This is an experience from the everyday life of many restaurants, not a study.
A restaurant does not have to get louder because of this. It has to be there before the moment the guest decides where to go.
How do you remember what a guest likes?
The easiest way to remember preferences is a short note right after the visit, in a notebook, a spreadsheet or in the reservation software. Write down name, favorite dish, drink and occasion, for example a birthday or anniversary. At the next visit you say: "Great to have you back, the fish again?" Sentences like that show the guest that you know them.
Start with the guests who have already been twice. They are closest to you and need the smallest nudge.
Which occasions bring guests back to the restaurant a second time?
Guests come back when there is an occasion they do not want to miss. That can be a new menu, a dish that is on the table only for one season, an evening with music or a menu for a holiday. A discount is the weakest occasion, because it only gives the guest a reason to look at the price. We recommend an occasion with a date.
Give the occasion a date and a place, for example: "From Friday we have the game platter, we have twelve tables with reservations." A date turns an idea into an invitation.
How do you keep in touch with guests using WhatsApp marketing and SmartChat?
With SmartChat you send a newsletter on WhatsApp to guests who signed up themselves and confirmed. Guests sign up through a landing page that SmartChat AI builds in 60 seconds after you enter your website. A QR code on the table or at the till leads straight there. Every contact confirms once, briefly, in WhatsApp, and after that you may write to them.
Sending costs no credits. A guest can unsubscribe at any time by writing STOP. SmartChat sends only via WhatsApp. You can find more about the industry under SmartChat for restaurants.
What does a message to regulars look like?
A good message to regulars is short, names an occasion with a date and ends with a button for booking. All names, dishes and times below are an example.
How do you start today with more regulars?
Start with one thing: from today, ask every guest at payment whether they would like to hear about new dishes, and note their name. Then pick the first occasion you will offer in the next few weeks, and give it a date. If you want to keep the contacts on WhatsApp, try SmartChat for free, without a credit card and without a time limit.
Frequently asked questions about repeat guests.
When does a guest become a regular?
There is no fixed line. Decide yourself what applies to your restaurant, for example three visits in three months. That is an example, not a standard.
Do I need discounts to win regulars?
No. We recommend a concrete occasion with a date, like a new menu or a seasonal dish. It gives guests a reason to come that does not depend on the price.
How do I remember preferences without software?
With a notebook or a spreadsheet. After the visit, note name, favorite dish, drink and occasion, and read the note before the next visit.
Can I message all guests from my reservation list?
No. With SmartChat you send only to contacts who signed up themselves and confirmed.
What does sending to regulars with SmartChat cost?
Sending costs no credits. SmartChat is free to try, without a credit card and without a time limit. Plans start at 299 euros per month. You pay Meta fees directly to Meta, see Meta fees in the Trust Center.
What do I do with guests who came only once?
Reach out after the visit with a thank-you and a clear occasion. Anyone who has not been in for a long time gets a short message without pressure, for example with the new menu.
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Last updated: By SmartChat Team