How to Drive Repeat Visits to Your Irish Restaurant

Having loyal customers is a win win for restaurants. They equal financial stability and happy customers.

But how do you get first-timers to keep coming back, ensuring that your restaurant’s profitability increases? Here are nine tips to boost customer retention for restaurants.

1. Master customer service

Exceptional service is the key to loyalty in a competitive market. With over 9000 restaurants and takeaways in Ireland, providing a memorable experience is what keep customers coning back. Train your staff, from the moment a guest walks in the door, to be attentive and engaging.

Building a complete customer experience is crucial. A server who recommends a local craft beer or shares the story behind a dish using Irish-sourced ingredients adds a personal, human touch that encourages return visits. When a problem arises, a quick, genuine gesture like a free coffee or dessert can turn a negative into a positive.

2. Hire and train the right staff

Retaining great employees is as important as retaining customers. Hire passionate, people-focused individuals who genuinely enjoy connecting with guests. This personal connection is invaluable. Encourage staff to learn about your customers, perhaps remembering that a regular diner is a teacher on a mid-term break or that a couple is celebrating an anniversary.

When it comes to staff training, providing proper support is key and can boost both morale and service quality. Interestingly, research by Toast found that Irish hospitality workers valued on the job-training-most and printed training materials least.

3. Implement a loyalty programme

Rewarding repeat business builds positive sentiment amongst customers. And, in challenging economic times, a loyalty programme, whether through a physical card or a digital app, could be the difference between a customer choosing your restaurant over a competitor.

You could offer customers digital stamp cards which promise vouchers or freebies in return for repeat custom. Other potential rewards could include a free coffee, pastry or a percentage off after a certain number of orders. A digitised points program where customers can collect points for each visit is another option.

4. Leverage social media

A strong social media presence is vital for Irish restaurants. Platforms like Instagram, TikTok and Facebook are perfect for showing off new menu items, engaging with your community, and driving footfall.

Post stunning photos of a classic Irish seafood chowder or a seasonal dish featuring local produce. Use social media to announce a "Pint & Pie" special for a Tuesday night, reminding locals of what you have to offer and building a digital community around your brand. Use a mix of content formats, from photos to videos and don't forget to have fun in those captions. Take some inspiration from Irish grilled cheese experts Griolladh:

Image Source: Griolladh Instagram

5. Ensure consistent business hours

In an era where customers check Google and social media for opening times, consistency is non-negotiable. Ensure your hours are up-to-date across all online platforms.

If you're a family-run pub in a small town that needs to close for an unexpected event, a quick post on Facebook can save customers a wasted journey. This simple act of communication builds trust and shows you respect your customers' time.

6. Diversify your menu with a local focus

While catering to diverse tastes is important, lean into what makes your restaurant authentically Irish. Highlighting local, sustainable produce from Irish farms and suppliers is a major draw for both domestic diners and tourists.

Demand for sustainably produced and locally sourced food is on the rise. According to Bord Bia, 93% of shoppers in Ireland express a strong preference for buying local food. Including items in your menu that feature a gluten-free or vegan version of a traditional dish, like a celiac-friendly Irish stew, could capture a wider market.

7. Use email for guest engagement

Creating an email list containing customer email addresses will allow you to keep in touch with them long after they've visited your restaurant.

Use email lists to encourage guest engagement and repeat visits by:

• Targeting lapsed customers: If a customer hasn’t returned to your restaurant for a while, you can send out an email such as, "Haven't seen you in a while! Here's a voucher for your next visit." These emails can include updates on your restaurant, information about special events or coupons for money off of their next meal.

• Providing personalised special offers: If you keep records of potential customers’ birthday's or other anniversaries, you can make them feel like VIP's by emailing them with special offers to celebrate personal occasions at your restaurant.

• Sending out a newsletter: Sending out a monthly newsletter to customers via email is an excellent way to communicate new menu items, ticketed events you will be holding, or features on staff members like your sommelier, kitchen staff, or front-of-house staff.

• Promote deals for specific days of the week: Holding a wing night? Email previous customers with a link to make a reservation and a personalised special offer.

Creating emails or newsletters can take some time to create, so you might want to enlist the help of AI applications like Chat GPT to help you along the way.

Bare in mind there are also email marketing tools for restaurants that can quickly help you set up campaigns and generate sales.

8. Offer online ordering and delivery

Online ordering has become a critical part of the Irish restaurant landscape. Partnering with an online ordering service that's integrated with your POS could also be a great way to boost sales and expand your customer reach.

Toast research has shown that almost 70% of Irish consumers dine out or order delivery food at least once per week. So giving your guests an opportunity to order online is worth exploring, especially if it keeps them coming back.

9. Host Special Events & Entertainment

Making your restaurant a destination experience, rather than somewhere diners go for a meal can be a powerful retention tool.

Consider hosting events that tap into local culture and interests. That could mean hosting a weekly trad session, a "Gin & Seafood" tasting night, or a special "Taste of Ireland" set menu, all with the aim of attracting new customers and giving your regulars a fresh reason to return.

You could even take a leaf out of Dublin Bar The Sackville Lounge's book, and host a band who do a live gig and a menu takeover:

Image Source: Bar 1661 Dublin

Final thoughts

Whether you choose to promote your restaurant through social media, diversify your menu, provide discounts and offers to customers, create a loyalty programme, or schedule special events or entertainment, each of these strategies will be a significant step towards your goal of turning one-time visitors into repeat customers.

Which customer retention strategies will you place into you restaurant marketing plan?