Bounceback Programs for Restaurants

Updated September 12th 2013

In the restaurant business, enticing customers to return for a second visit is considered a difficult task when it comes to establishing a loyal client base. By utilizing bounceback programs, it can considerably help with the conversion of fresh customers into regular ones.

As an introduction, bounceback is best described as a marketing offer that is provided to customers following a most recent sale in order to entice them to return again or simply to bounce back to the restaurant. In conventional terms, restaurants can help boost the profits by including special discounts or promos to those who visit a particular restaurant again during the peak hours. Nevertheless, these bouncebacks typically include post-purchase campaigns to entice new customers to visit again. This kind of promotion has been an essential part of marketing in restaurants for many years. As long as they are implemented appropriately, it can effectively provide regular customers. If it is not used correctly, it will just turn out into mediocre offers.

Who should receive the bounceback offers?

Primarily, restaurant owners would ponder on whom to provide these offers. Even though some are eager to provide them to the regular customers, it is not the best choice. For the regular customers, it is ideal to implement a loyalty program instead. The bounceback offers are perfect for fresh customers so that they are provided with an added encouragement to return again.

Do not forget to take into consideration to provide appropriate training to the personnel to pay close detail to the customers so that they can distinguish who are the fresh ones. Even simple salutations such as “Thank you” can make an impression on fresh customers along with a special offer that they can use if they decide to return to your restaurant.

The best time to use bouncebacks

It is best to provide bounceback offers to new customers or those who just happened to drop by. Prior to the handing out of offers, you should figure out whether the customer will visit again. If you feel that the customer will not visit or you are uncertain, a bounceback offer is definitely an effective marketing tool. If the client has a good chance of returning, it is better to ask them if they want to become part of the loyalty program.

Different types of bounceback offers

Today, several restaurants in different parts of the globe were able to achieve success by utilizing any of these bounceback offers.

• Bounceback promo that is timely in nature – this is the conventional offer in restaurants for customers during both peak and off-peak hours. It simply involves offering a special promo or discount such as a coupon before the peak hours.
• Discounts on specific products – With this promo, restaurants can provide a coupon that has a discount on their next purchase of drinks or appetizers. This is considered more effective than providing general discounts. Customers are enticed to try out an item in the menu that they want. As long as there are more items in the menu that are loved by the customers, they will surely become regulars in no time.
• Get a free item – Providing customers with a treat that is free on their next purchase is definitely a tempting offer. A good example is to provide a free dessert with a particular dish or meal.
• Buy one and get another for free – This approach is highly effective on loyal customers. It helps entice them to bring along their family, friend or colleague. This is also suitable for enticing couples to try out the menu offered in your restaurant.

 

Bouncebacks – Implementation considerations

Implementing bounceback offers will take some thought. In order to ensure the promotion that will be used is effective, identify how it can invite customers to return. Always remember that there are certain concerns to bear in mind when integrating this promotional tactic.

• Always state the ending date on the promos – It is a known fact that customers tend to forget that they have coupons. With coupons and promos that contain ending dates, it will surely encourage them to return to your restaurant.
• Cut down on the strings attached on the promos – it is not ideal to provide offers in low value if customers will buy a number of high cost items in the menu. A good example is to provide a free dessert with a particular dish or meal in your menu.
• Offer a variety of promo deals to the customers – There should be lunch or dinner deals that your customers can choose from. Another approach is to provide promos in a detailed manner such as a kid’s meal that is free for a particular dish.
• Do not offer general discounts – The approach of offering discounts typically means that your menu is not worth the full charge. Try to avoid providing general discounts but instead offer an added value arrangement. With this approach, customers are eager to pay the full price once they visit again without the added promotion.
• Make it a point to create an offer with a great deal – the main objective of providing the offer is to entice the regular customers. Even if it will decrease the profits gained, a better bounceback deal will surely lure customers to return. Just remember that as long as you can invite them to return, there is a high chance that they will become regular customers.

 

Always take note that bouncebacks are typically one-time offers, thus you should not be hesitant to utilize them in the overall marketing approach. Regrettably, the chances are high that the customers will not return. If there are more incentives provided to the customers, there is a better chance to establish a loyal customer base. Do not forget that a restaurant that is always packed with customers is definitely a bonus since it can make the establishment a lot more desirable.

Written by Daniel Grossmann