This is Part 2 in a series of articles about attracting the “need states” of online customers - the needs and key decision-making points of each customer segment.  The last piece addressed Special Occasion Customers.  Today we address Routine Customers.

Routine Customers.  According to a recent survey in the restaurant industry, about 30% of patrons account for 60% of the traffic in a restaurant.  These are the customers you want.  What interests these Routine Customers?

• Convenience.  There are things you can do to enhance convenience beyond just the ability to order from a mobile phone – specified takeout parking and a separate pickup line for takeout orders inside your restaurant are both great.  If possible, you can step it up another level and add curbside delivery in your parking lot.

• Outreach to the local area.  We know of a sandwich shop that partnered with a property manager, supplying complementary salads as part of a tenant appreciation day at a local office complex.  Each complimentary salad included a card with an online ordering promo code.  Every person within the office complex immediately knew about their restaurant, how good their salads are, and had a discount on their next online order. 

• More outreach. Respond to what’s going on in the community.  Harsh weather?  What kind of special offer can you email to your customers to help alleviate their pain?  A well-known burger chain in California sent their mobile truck to the site of some local flooding a number of years ago and handed out free burgers.  Talk about developing word of mouth!

Up Next: Part 3 - Attracting impulse customers to order online.