Customers sign up to your restaurant’s Gold Club to take advantage of your marketing promotions. As Gold Club members they feel valued. But your Club is pure gold for you too. Let’s take a moment to mine this rich seam.
What is your Gold Club?
Your Gold Club is a reward programme available to registered members. Regular customers get loyalty points for each online order or booking that they make. Your Gold Club is where members go to redeem any promotions you wish to run.
Why your Gold Club is so valuable to you
Your Gold Club gets customers to return and spend more. Indeed, it gets them to come in the first place. Quite simply, the more members you have, the more marketing you can do .
For example, once a week you can email your members to tell them about your restaurant or takeaway. Sometimes there’s an offer, if you are running one. Each email contains a link to your online ordering and booking page. Gold club members clicking those links add about 7% to your turnover. But the value of the emails is much greater than this. Many customers don’t click the link but go direct to the ordering page. They also order or book later. The purpose is to get them to think of you first when they want a meal.
Here’s more Gold Club value: members spend about 7% more than non-members. And they come more often. Each Gold Club member is worth another £90 or so of repeat sales each year. Get a hundred or more Gold Club members and that adds up to an extra £10 000 of business a year. Not bad.
Mine that gold
Your Gold Club is a business generating machine. Consider this. If a hundred or so Gold Club members get you £10 000 of extra business, what will 200 members get you? Or 300? Think of members clicking all those emails, leading to more orders and bookings. Think about members spending 7% more than non-members.
It’s all about the numbers. As owner and manager you can take a few simple steps to recruit members to your Gold Club. It will give your restaurant’s business a huge boost. Here’s a summary:
- Recruit all customers as members, no matter where they came from – off the street, phone bookings or via online services such as Just Eat, Toptable
- Train your staff to mention your Gold Club to your customers
- Set up a registration promotion
- Just one website for your restaurant. Everyone goes through your Gold Club.
- Promote your website address on your menu and in your restaurant
So, are you getting the most from your Gold Club?
