Consumer behaviour & preferences are constantly evolving alongside technology, restaurant operators must think creatively to attract and retain loyal customers. While the concept of subscriptions might have once been limited to newspapers and magazines, this business model has transcended industries and is now making waves in the culinary realm. Welcome to the era of subscription-based offers in the restaurant industry – a dynamic approach that not only boosts revenue but also nurtures enduring customer loyalty.
The Power of Subscriptions Across Industries
Subscriptions have successfully disrupted various sectors, ranging from entertainment to fashion. This innovative strategy captivates customers by offering exclusive benefits, building a strong rapport, and fostering brand devotion. In a notable survey conducted by McKinsey in 2018, 46% of consumers reported subscribing to online streaming services like Netflix, signifying the growing prevalence of subscriptions in everyday life.
Subscriptions: A Recipe for Restaurant Triumph
The allure of subscriptions is rooted in their ability to provide more than just a one-time transaction. When it comes to the restaurant industry, this model opens the door to a myriad of possibilities. Subscriptions can be harnessed in diverse ways, catering to the unique needs and desires of customers, all while fostering lasting relationships.
The Essence of a Subscription
At its core, a restaurant subscription involves customers paying upfront for a package of services or meals to be redeemed later. For instance, the concept of “meal passes” can offer customers a cost-effective option compared to purchasing individual meals each time. Alternatively, an unlimited options model allows patrons to pay a single rate for limitless access to specific menu items or dining experiences, similar to Olive Garden’s innovative Never Ending Pasta Pass.
Benefits Beyond the Plate
The appeal of subscription-based offers extends far beyond financial savings. While cost-effectiveness is undeniably attractive, customers are also drawn to the convenience, recognition, and exclusive perks that subscriptions can provide. Here’s how restaurant operators can use subscriptions to their advantage.
“1 in 6 consumers who are not currently subscribers are “very” or “extremely” interested in being provided a restaurant subscription service” Paytronix Subscription report 2022
How do you create raving fans?
There are many ways that you can use subscriptions to create loyalty amongst your customer base & keep those loyal customers coming back for more.
Exclusive Insider Access: Offer subscribers early access to new menu items, seasonal specials, or themed events. This exclusive insight makes customers feel like valued insiders, fostering a sense of belonging.
Loyalty Acknowledgment: Implement tiered subscription levels that reward long-term patrons with increasing benefits. Recognising and appreciating loyalty can significantly enhance customer satisfaction and encourage continued engagement.
Personalised Dining Experiences: Leverage subscription data to tailor offerings to individual preferences. Whether it’s dietary restrictions or flavor preferences, providing personalised experiences amplifies customer delight.
Curated Culinary Journeys: Craft subscription packages that guide customers through unique culinary adventures. These can include tasting menus, food and wine pairings, or themed dining events, adding an element of excitement and discovery.
Simplified Ordering Process: Streamline the ordering process by allowing subscribers to pre-select meals, reducing wait times and enhancing the overall dining experience.
Community Building: Foster a sense of community among subscribers through dedicated events or online forums where like-minded food enthusiasts can connect and share their experiences.
As the restaurant industry continues to evolve, embracing subscription-based offers has become an essential ingredient for success. With the power to drive revenue, build customer loyalty, and provide a personalised dining experience, subscriptions offer a unique way for restaurant operators to stand out in a competitive landscape. By combining convenience, recognition, and enticing perks, restaurants can create a recipe for long-term success that leaves patrons craving more – not just for the food, but for the unforgettable experiences that come with being a valued subscriber.
Further resources:
11 messages you should use to get the best customer engagement
