manuals and personalized coaching. Gathering the Data: Once you have taken an internal inventory and feel good about the food and service that you provide, it's time to start using and building your database of existing customers. Remember that in most restaurants 30 percent of the customers are bringing in 70 percent of the business. For the sake of our discussion, let's say that Joe's Family Diner has 10,000 customers a month. That's 322 customers each day. Seventy percent of the diner's monthly customers would be 7,000. If the restaurant's VIP Club marketing creates only one more visit per year per customer at an average check of $25, the volume will increase by $175,000 per year or $14,538 a month and that's with only one extra visit per existing customer per year. You can see why it's important to go after additional customer visits. "Don't forget that your existing customers are your neighbors. A VIP Club nables you to market within your neighborhood to existing customers. It's permission based and therefore considerably more effective than if you did a blanket coupon offer to all of your neighbors. These are folks who know and frequent your restaurant; they took the time to fill out a VIP card and have shared personal information with you," says Davis. "VIP Clubs are a great way to build customer loyalty. Always give a thank you reward bonus for joining the club. We recommend that the offers go out by email or regular mail within 72 hours after signing up. The offer should be without any strings attached. I like to suggest that the offer be for a dollar amount. A flat $15.00 or $10.00 amount could be enough depending on your guest check average. You could give a FREE, dinner with a $10 or $15 limit. Give them an offer they can use on anything they want. The offer is now valuable and they feel compelled to use it," says Teresa Horn, RMG Marketing Program Development Specialist. To enjoy the greatest return on your VIP Club enrollment campaign, you should train your employees so that they understand everything about the VIP Club. Have a contest and give prizes to the employees who sign up the most customers. Place VIP Club displays and sign-up cards in very high-traffic, highly visible areas. Use pre-printed "Post-It" pad messages and put them on your menus so that your customers and employees will be reminded to fill them out. Always emphasize the benefits of VIP Club membership. Enter the names and additional information into the computer software
piece
is
an
abstract
triptych
that
I
found
while
I
was
in
Atlanta
buying
religious
paintings
The
piece
was
called
Guardian
Angel
and
I
love
it
My
patrons
fell
in
love
with
it
as
well
They
have
asked
me
to
track
down
the
artist
and
see
if
he
has
anymore
religious
paintings
available
The
only
religious
paintings
that
I
actually
do
not
buy
are
ones
that
reflect
the
image
of
Jesus
on
the
cross
I
don’t
have
a
problem
with
them
some
of
them
are
extremely
well
done
and
would
more
than
likely
sell
well
but
my
investors
made
it
very
clear
when
they
financed
the
gallery
that
I
would
not
put
that
image
into
it
PPPPP
683
Ajello
Candles
The
motto
of
the
Ajello
Candle
Company
is
“It’s
better
to
light
a
candle
than
to
curse
the
darkness”
This
candle
making
company
has
been
in
business
since
1775
The
business
has
been
family
owned
for
seven
generations
The
candles
from
Ajello’s
are
well
known
for
their
beauty
and
quality
While
they
make
more
candles
now
than
in
1775
their
dedication
to
quality
and
to
customers
has
never
changed
The
Ajello
Candle
Company
was
founded
by
Rafael
Ajello
an
Italian
painter
He
was
also
a
beekeeper
so
he
tried
his
hand
at
using
bees
wax
to
create
candles
He
worked
hard
to
create
a
formula
that
worked
well
The
formula
combined
with
his
outstanding
artistic
ability
lead
to
the
birth
of
the
Ajello
Candle
Company
In
1785
the
company
earned
the
honor
of
creating
all
the
candles
for
the
Vatican
He
and
his
wife
ran
the
business
keeping
their
children
involved
in
the
processes
from
an
early
age
As
time
went
on
their
children
and
grandchildren
kept
the
business
running
as
well
as
passed
the
family
business
on
to
their
children
By
1862
the
company
had
established
itself
as
a
leader
among
the
candle
making
industry
They
had
also
added
perfumes
and
many
.
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