SOP for Regular Diners: Building Loyalty in Canada

Regular diners spend more, visit more often, and refer more friends than first-timers. A study from Statista showed that loyalty members visit restaurants 20% more and spend 20% more than non-members, proving that loyalty doesn't happen by accident. Loyalty is built with a clear Standard Operating Procedure (SOP) that your whole team can follow.

This article includes Canadian industry trends, consumer insights, and proven operator tactics to help you create an SOP that keeps guests coming back for more.

Why Focus on Regulars?

According to the Toast Consumer Preferences Survey 2025, 44% of Canadian diners eat out at least once a week, and those weekly diners are your most valuable repeat customers. With menu prices under scrutiny (47% say price is "quite influential" in their choice), the best way to secure repeat business is to deliver such a consistently great experience that guests feel your restaurant offers value beyond the bill.

According to the Voice of the Canadian Restaurant Industry report, 76% of Canadian consumers say they favour restaurants with loyalty programs and discounts. This presents a massive opportunity for restaurant operators.

Also, our Consumer Preferences Survey revealed that loyalty programs are either somewhat important or very important for influencing whether consumers will try a new establishment.

Step-by-Step SOP for Regular Diners

1. Capture and Centralise Guest Data

Your front-of-house team should be trained to ask for names when seating walk-ins ("in case something's left behind") and log them in your reservation or POS system. Use your POS to track dining frequency, average spend, and menu preferences. Store personal notes—favourite table, go-to wine, special occasions—so staff can deliver a personalised welcome.

Toronto's Befikre uses Toast's reporting to track guest behaviour in real time, allowing managers to check on service quality from anywhere and tailor the experience for frequent visitors. This kind of real-time data collection enables restaurants to spot patterns and create memorable moments that turn casual diners into regulars.

2. Personalise the Experience Every Time

Greet regulars by name and recall past orders. Seat them in preferred areas when possible. Offer occasional "on the house" perks—a dessert for an anniversary, or their favourite drink when they hit a milestone visit. These gestures don't need to be expensive, but they do need to feel authentic and thoughtful.

According to the Toast Consumer Preferences Survey 2025, 33% of Canadian diners say they're "likely" to post a photo on social media if the restaurant's interior is visually appealing, meaning small touches like custom plating or signature décor can boost both loyalty and word-of-mouth. When regulars feel special, they become your best marketing ambassadors.

3. Train Your Team on Recognition Cues

Include "spot the regular" training in onboarding sessions. Encourage servers to keep a small notebook for guest notes during service, and have managers review daily reservation lists to flag frequent visitors for the team. This creates a culture where recognising and celebrating regulars becomes second nature.

Our Consumer Preferences Survey revealed that 57.5% of Canadian hospitality workers say ongoing training is "extremely important"—meaning SOPs should be embedded in staff development, not treated as a one-off memo. The Canadian Restaurant and Foodservices Association emphasises that consistent training programs lead to better guest experiences and higher staff retention.

4. Follow Up Between Visits

Send thank-you emails, personalised offers, or birthday greetings via your loyalty program. Share behind-the-scenes updates on menu changes or events, and offer early access to new dishes or limited-time menus. The goal is to stay top-of-mind without being pushy.

The Toast Consumer Preferences Survey 2025 showed that 42% of Canadian diners prefer promotion and deal-heavy pricing models—meaning targeted offers for regulars can be a powerful incentive. Restaurant owners recognize these benefits as 57% plan to increase their loyalty program investments in 2025, focusing primarily on technology integration, personalisation capabilities, and mobile experience enhancements.

5. Measure, Refine, Repeat

Track regular diner visits, spend, and referral rates in your POS reporting dashboard. Hold quarterly reviews to see what's working and adjust your approach based on real data. Celebrate milestones internally—like "most return visits in a month"—to keep staff motivated and engaged.

If you want to see how your regular customer numbers stack up, the Restaurant and Foodservices Association of British Columbia offers benchmarking tools to compare your performance with provincial industry averages. On a national scale, Restaurants Canada publishes detailed reports on dining trends and consumer behaviour, giving you practical insights to shape and refine your loyalty strategy. You can also explore Statistics Canada’s food services and drinking places data tables, which track national and provincial sales, receipts, and industry performance over time.

Legal & Compliance in Canada

While building loyalty, keep your data collection in line with Canada's Personal Information Protection and Electronic Documents Act (PIPEDA). Guests should understand how their information will be used, and any marketing communications must comply with Canada's Anti-Spam Legislation (CASL). 

The Office of the Privacy Commissioner of Canada provides helpful guidance for businesses collecting customer data, ensuring you can build loyalty while respecting privacy rights.

Bringing It All Together

A well-designed SOP for regular diners blends data, personalisation, and consistent execution. When every team member understands the steps—from greeting guests by name to offering thoughtful rewards—you turn good service into memorable hospitality.

Loyalty isn’t built on one big gesture, but on those repeat moments that make guests feel like they belong. In a market full of dining options, a solid SOP helps your team turn every visit into a relationship-building opportunity.