Acquiring a new diner is roughly 5× more expensive than bringing back an existing one. Yet most restaurants put 90% of their marketing budget into acquisition. Here’s the follow-up flow we recommend.
The 72-hour thank-you
Within 72 hours of a first visit, send a short, personal thank-you email. Not a promo. Just gratitude and a question: “What did you think?” Replies are gold.
The 14-day nudge
Two weeks later, share something useful — a new menu item, a behind-the-scenes story, or a chef’s pick. The goal is to stay top-of-mind without selling.
The 30-day offer
If they haven’t returned by day 30, send a thoughtful incentive: a free starter, a complimentary dessert. Keep it tasteful — no 50% off blowouts.
Birthday & anniversary
These two emails alone often pay for an entire CRM. Capture birthdays at booking, send a $20 credit good for the month.
What to measure
- Repeat visit rate within 90 days
- Average lifetime value per guest
- Email open and click rates per stage
If you do nothing else, set up the 72-hour thank-you. It’s the highest-impact, lowest-effort change you can make this quarter.