Is your online booking system the biggest threat to your customer loyalty?

Date: 20-09-2013

A customer comes into your restaurant with 3 friends, they look at the menu and order some interesting things and some old favorites, along with a couple of beers or a bottle of wine. The food and drink come out and everyone has a great time. After desserts, the bill arrives and your customer looks at it and thinks, “that was pretty good value”. He pays, tips for the great service and leaves, knowing that he has found a “go to” place for when he wants to entertain a group of his friends. It is the first of many times that he will eat at your restaurant, slowly becoming a loyal and regular customer, because of your great food, great experiences and great value. That is how it is meant to happen, isn’t it? But how many times does it happen, and what is stopping it?

If you are using Dimmi for your online bookings, your customer loyalty experience may not be as you expected. Let’s look at why this is.

Firstly, after booking online through your own website, your customer will get an email to download the Dimmi booking application for their iPhone. This is then the portal through which Dimmi can market special offers and last minute deals for restaurants in your local area. This can be very dangerous because when a customer goes to make a booking for your restaurant on the App, they can view special offers in the local area. This is effectively groupon on demand marketing and turns a full fee paying customer into a special offer seeking customer and devalues the price that they are expecting to pay for a meal. Customers become accustomed to special offers and revenue for the industry decreases. This is similar to what has happened in retail, which has trained consumers to look for discounts as being the norm in their purchasing pattern.

Effectively – you are providing Dimmi with your customer details so they can market to them AND you are being charged for it AND you have to manage No Shows.

Restaurants today want to take bookings online quickly and easily, without having to pay for it, and be able to get easy access to their customers details so they can market to them to turn them into a repeat customer.

Join the revolution today. We are taking thousands of seats every week for restaurants all over Australia. Restaurants are making to switch to Book A Table because they can:

  1. Enjoy the convenience of taking bookings online;
  2. Save money but not paying per seat (this business model is so 2008!) We include our Book A Table feature for free for all customers who have a website for us.
  3. Stop sharing their customers contact details with booking companies who will market special offers from competing restaurants in your local area.

CheMarketing4Restaurants customers are restaurants and restaurants only. We do not give other restaurants access to your customers, nor do we market to them directly. With Marketing4Restaurants they are your customers and your customers alone!

Don’t forget that we include Book A Table for free with our website packages and just $49.95 per month for everyone else. Restaurants are saving hundreds of dollars every month and they don’t need to worry about claiming back no shows!

Sign up today!

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