How to retain repeat customers in catering industry

Loyal customers are the great wealth of the catering industry, and 80% of the profits of the catering industry come from loyal customers who only account for 20%. The management of customer loyalty in catering industry is not only the management of existing customers, but also involves the whole life cycle of the emergence, development and decline of loyal customers in catering industry from the perspective of sustainable development of catering industry. Strengthening the understanding of the necessity of this whole process management and giving corresponding countermeasures will help to improve the customer loyalty management, enhance the competitiveness of the catering industry and promote the development of catering enterprises. Stage 1: analysis of potential customer loyalty. Potential customers are those who are likely to spend money in this restaurant. Enterprises usually assume that these customers are likely to consume, but there is not enough information to confirm or prove this. In mass marketing, enterprises often regard people who meet the needs of target products as potential target customers, and some product companies often calculate the potential market capacity based on this. Customer loyalty management in catering industry begins with the emergence of customers' desire for consumption, and is accompanied by the whole process of customers making consumption decisions. At present, the management of customer loyalty in catering industry focuses on the commitment to loyal service in catering industry when customers have consumption desire, search consumption information and choose consumption objects. We believe that potential customers are a new force to promote the development of the catering industry, and stimulating and awakening their loyalty is one of the important means to ensure the sustainable development of the catering industry. Life cycle theory shows that nothing is a means. Life cycle theory shows that everything is not eternal, and loyal customers in the catering industry also have a period of decline, so it is inevitable to cultivate new forces. The main means of customer loyalty management in consumption decision-making is to promise the loyal service of catering industry, show the loyal attitude of catering industry to customers and expect its loyal return. This concept of loyalty runs through all the marketing methods provided by the catering industry to attract and attract customers. For example, in media advertisements, we emphasize the excellent service of the catering industry and highlight the honest management attitude of the catering industry. The second stage: target customers target customers refer to customers who need catering services and have the purchasing power. For example, those enterprises and institutions, non-governmental organizations and so on. Although these target customers have never been to a restaurant, they have the ability to know something about the restaurant, know the service of the restaurant, or have heard the recommendation of others. Target customers know the name of the restaurant, where it is, and the characteristics of your restaurant, but they haven't enjoyed the service of this restaurant yet. The third stage: unqualified target customer enterprises often have conducted research on these customers and know that they don't need or have enough ability to enjoy your service for the time being. For example, Beijingers like restaurants such as Donglaishun and Quanjude very much, but many customers don't have enough financial strength to spend regularly. The fourth stage: the first service is very important. First-time buyers may become long-term customers of restaurants in the future, but they are also likely to remain customers of competitors. Membership management system, a repeat customer, turned him into a repeat customer through points, discounts and personal information management. The premise of cultivating customer loyalty is to retain customers, and the best way to retain customers is to make them highly satisfied. The reason for customer satisfaction is that the value perceived by customers from the catering industry exceeds the initial expectation. Customer value is the sum of products, services, personnel and value of the image obtained from the catering industry, and the sum of all the money, time, energy and material costs paid. When customers' perceived value exceeds their perceived cost, customers will be highly satisfied. The catering industry can improve customer satisfaction by improving customer perceived value and reducing customer cost. The specific countermeasures are: improving service quality, pricing according to customers' "needs" and providing convenient purchase, such as providing online transactions and convenient transportation; Create the brand of catering industry and reduce the risk cost of customer perception. Whether all customers can have actual loyalty returns depends on the first transaction experience of these successfully attracted customers. Unworthy catering products and services cannot induce the desire to "turn back". In addition, the first impression theory also shows the decisive significance of customer loyalty management in the first transaction stage of hotel customer life cycle. Customer loyalty management in the first trading period of catering industry should start from customer value, aim at pursuing customer loyalty, provide customers with truly high-quality services and lay a solid foundation for customer returns.