August 12

Restaurant Birthday Program



All Your Guests Have Birthdays

The restaurant business is like any other business, the relationships that you build with your guests are key to your long-term success.

It doesn’t serve your purpose to attract people in just to become one time visitors to your restaurant. You want to see them over and over again, and to do that you’ve got to build a relationship with them. And the perfect opportunity to gain brownie points is by acknowledging their birthday.

Be sure you send out an email and text message reminder to your customers on their birthday with a personal offer to celebrate their special occasion at your restaurant. It’s a great way to remind them about your establishment, and they may even bring along their friends who have never tried your food yet.

Are You Getting Your Fair Share of Birthday Business?

Did you know that the most celebrated holiday in restaurants is Birthdays? According to the National Restaurant Association, birthdays are the #1 occasion people celebrate at restaurants, surpassing even Mother’s Day or Valentine’s Day in popularity.

Studies show that 70% of Americans celebrate their birthday by going out to eat and they don’t go out to eat alone.

What if I told you there was a way to bring in a minimum of 10, 20, even 50 birthday reservations monthly, like clockwork and most of those people are new customers? Birthdays are typically shared with 4 or more friends, family and loved ones, that’s 40-200 people coming into your restaurant every month. According to the National Restaurant Association, the average ticket per birthday table is $78.

That’s an extra $800 to $4,000 per month. In just one year you could see up to $48,000 added to your bottom line – not to mention the lifetime value of these people when they become repeat customers.

Five Good Reasons For A Birthday Program:

  1. 1
    GOODWILL: People are generally in a good mood on their birthday and will bring upbeat energy to the restaurant. More importantly, the customer will feel better about your restaurant since you went the extra mile for his or her birthday.
  2. 2
    GROUPS: Birthday guest seldom dine alone on their birthday and often times they brings groups of friends and family to celebrate with them. The average birthday table is 3-4 people.
  3. 3
    INCREASED BUSINESS DURING SLOW TIMES: Birthdays happen seven days a week, year round—providing you with the opportunity to bring in customers throughout the week and throughout the year.
  4. 4
    REVENUE MULTIPLIER: The power of just one more visit can have a tremendous impact on your bottom line. Just think how having multiple customers that dine with you on a daily basis choosing to celebrate at your restaurant instead of your competitor.
  5. 5
    GROW YOUR CUSTOMER DATABASE: A new guest is your most expensive sale, while repeat guests are low hanging fruit. Maximizing repeat business should be one of the primary goals of your restaurant.

What birthday marketing allows is a natural point of entry to collect the contact details of your guests. Once on your mailing list, you can send advertisements on an ongoing basis at a very low cost. This maximizes the lifetime value of every customer that comes in through your birthday marketing program.

How Our Program is Different 

You might be thinking this is nothing new, birthday programs have been around for a long time. And you’d be right. However, our program take the best of the tried and true program and makes it even better.

For starters, we focus on repeat customers. Unlike deal services like Groupon and Living Social, who just focus on “one time” deal chasers, we help you market to these customers forever. This help you increase your lifetime value. Our birthday program increases customer sentiment without diminishing your brand because your offer is perceived as a gift, not a “coupon” that only attracts bargain hunters.

Our program delivers brand new customers on a consistent basis. How?

We set up an external birthday program. A common concern we hear from restaurant owners is the need to attract NEW customers in addition to bringing back existing patrons on their birthday. We accomplish this by setting up an ad on Facebook targeting people with an upcoming birthday within a certain radius of your restaurant.

We also exclude people that are already connected to your Facebook page through our targeting so only new guests see your ad.

We also create personalized email and text follow up campaigns that remind the birthday guest to dine at your restaurant. This increases the amount of people who show up to celebrate at your restaurant vs all the other offers they get.

The Gift That Earns You More

You can give a “gift” and still earn more profits. We’ve determined that redemptions and revenues are greater when you offer an entrée versus “coupon like” offers such a discount or a free dessert.

You need to stand out form everyone else if you want to attract the most desirable customers. The gift of a complimentary entrée is the offer that gets results. You are only out the food cost of one entrée. In our experience, a birthday four-top is more profitable than a regular four-top, even after this generous gift.

Ready To Increase Your Revenue? 

A birthday marketing program is simple, yet incredibly powerful. All you have to do is accept the birthday parties we send you and treat them like royalty when they arrive.

About the author 

Damir Loncaric

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