PROTECTING THE BOTTOM LINE

Lapsed or very infrequent guests represent a segment that, at one point or another, connected with your restaurant but has since drifted away. Whether due to a change in location, financial constraints, a negative experience, or simply evolving preferences, these guests are no longer active contributors to your revenue. However, this doesn’t mean they are a lost cause; understanding them can provide valuable insights and potential opportunities.

Defectors: These are the guests who once were regular or less frequent visitors but have since chosen other dining options. Understanding why they defected – whether due to a particular incident or a gradual shift in preferences – can provide critical lessons in areas for improvement.

Geographical Challenges: Some guests may have moved out of the area or find your location inconvenient. While you may not win back their regular patronage, offering special promotions for holidays or unique events could entice them to visit on special occasions.

Financially Challenged Guests: Economic factors might have forced some guests to reduce their dining-out frequency. A focus on value offerings, special discounts, or loyalty rewards could resonate with this group, inviting them back without undermining the perception of quality.

Occasional or One-Time Visitors: This category includes tourists, guests who visited for a unique event, or those who tried your restaurant on a whim but didn’t become regulars. While they may not be part of your core or less frequent segments, understanding their needs and expectations can help tailor offerings that could entice similar customers in the future.

The financial contribution of lapsed or very infrequent guests might seem negligible, but they hold more than monetary value. Their feedback, both positive and negative, is a rich source of information to refine your offerings, enhance customer service, and develop targeted strategies to win back or replace lost business.

Additionally, it’s worth considering that every lapsed guest represents not just a lost sale but potentially lost referrals and word-of-mouth marketing. Strategies aimed at re-engaging these customers, whether through personalized outreach, surveys, or exclusive offers, can sometimes rekindle interest and loyalty.

In conclusion, lapsed or very infrequent guests are not merely numbers in the history books of your restaurant. They are a reservoir of lessons, opportunities, and even potential revenue if approached with understanding and creativity. By viewing them not as lost business but as potential growth avenues, you can integrate them into your strategy to fortify and diversify your restaurant’s financial model.