How to get your customers to come back: retention for restaurants and cafés
In short: To get customers to come back, first measure who returns: each month, count how many came twice or more and who hasn't shown up in over 30 days. Ask for contact details with permission on the first visit and only write when there's a concrete reason. Give people reasons to return, such as a stamp card or a birthday greeting. For customers who stopped coming, send a single personal message.
Why retention matters so much for a shop
A food business lives on repeat visits: the customer who stops by for coffee three times a week keeps the register going more than the tourist who walks in once.
In a 2014 Harvard Business Review article, Amy Gallo cites research by Frederick Reichheld of Bain & Company finding that increasing customer retention by 5% increases profits by 25% to 95%. The same piece says that acquiring a new customer costs 5 to 25 times more than keeping an existing one, depending on the study and the industry. These figures span many sectors, so treat them as a guide and measure your own case.
How to know who comes back
To talk about retention you need two data points per customer: frequency (how many times they came in during a period) and recency (how many days have passed since their last visit).
A receipt records the sale, but not the person. You need something that ties the visit to a name, like a stamp card with sign-up. A paper card doesn't capture that; in the guide for bakeries we compare the alternatives.
A 20-minute monthly review
- Pull together the month's visits by customer.
- Count how many customers came in at least twice. That number, compared with the previous month, is your main indicator.
- Flag the ones who used to come often and haven't shown up in more than 30 days (for a dinner restaurant the window can be longer).
- Check whether last month's new customers came back.
- Pick a single action for the next month and repeat the review.
| Group | What it looks like | What to do |
|---|---|---|
| Regulars | Come in every week | Recognize them and greet them by name |
| Occasional | Once or twice a month | Give them a concrete reason for their next visit |
| New | First visit this month | Ask for their contact details and explain the card |
| At risk | Used to come often and haven't in over 30 days | A personal message to win them back |
An example with hypothetical numbers: if 120 customers came in at least twice in September and 105 did in October, you lost 15 regulars, even if the register looks the same.
Collecting contact details with permission
To let customers know about anything, you need a way to reach them. The natural moment is the first visit: the customer signs up for the loyalty card, leaves their name and cell number, and agrees to receive messages from the shop. Tell them in one sentence what you'll be sending.
Ask only for what you'll use: name, WhatsApp, birthday and the location where they signed up.
In Club Card, for example, every member is saved with their name, WhatsApp and location in the brand dashboard, and that data belongs to the business. You can see a finished club in the Giorgini Panetteria example.
Giving them reasons to come back
People come back for the product and for how they're treated. Extra reasons help bring the next visit forward.
- Stamp card. One stamp per visit and a free reward when the card is full. Aim for a goal that can be reached in a few weeks. The guide to digital stamp cards covers how to set one up and what it costs, and the one on coffee shop loyalty programs covers how to choose the goal and the reward.
- Birthdays. A greeting with a free treat to use that week.
- Seasonal menu. A product that's only around for a few weeks, like a cold drink in summer, gives people a reason to stop by before it's gone.
- Recognition. Staff remembering a regular's name or order is a reason too, and it costs nothing.
Reminders without spamming
If you use WhatsApp Business to message your customers, the WhatsApp Business Messaging Policy asks you to contact only people who gave you their number and agreed to receive your messages. It also requires you to respect every opt-out or block request, whether it's made inside or outside WhatsApp, and recommends explaining clearly how to stop receiving each type of message. Users can also block or report a business.
- Only message when there's a concrete reason, for example their reward is ready or it's their birthday.
- In every message, add a line for opting out ("Reply STOP and we won't message you again").
- If someone opts out, take them off the list that same day.
Another way to stay present without sending messages is to have the card saved on the customer's phone. We explain this in the guide to Google Wallet and Apple Wallet.
Service and consistency
No program makes up for a coffee that's good one day and off the next. Regulars come back because they know what they'll get and how long they'll wait.
- Write down recipes and portions, so the afternoon shift makes things the same way as the morning shift.
- Make sure everyone on your team can explain the card in one sentence. A program nobody offers at the register doesn't get used.
- When something goes wrong, fix it on the spot: remake the order or comp the next one.
Asking for reviews the right way
Google Maps reviews help new customers find you. Google Business Profile Help suggests asking for them with a Google link or a QR code, and replying to them briefly.
With Club Card you can give 5 extra stamps for a member's review on Google Maps, once. Your staff adds them after seeing the published review, whatever the rating. Google Maps has its own rules on reviews, so you decide whether to turn it on.
- Ask everyone for a review the same way, for example with a QR code at the register or on the table.
- If you give the review stamp, give it for any published review, not only good ones.
- Reply to negative reviews with facts and a solution.
Winning back people who stopped coming
The at-risk customers from your monthly review are the easiest to win back, because they already know your shop. Send them a short, personal message with their name and something concrete with a date.
A sample message: "Hi Laura, it's been a month since we've seen you at the bakery. This week we have the sourdough you used to pick up on Saturdays. Stop by before Sunday and the coffee's on us. If you'd rather not get messages from us, reply STOP."
Send one attempt only. If they don't reply, don't push: note the reason if you know it (they moved, they had a bad experience) and bring it to next month's review. If several people left after the same change, like a price increase, that's your cause.
Frequently asked questions
How often should I measure retention?
Once a month is enough for most shops. What helps most is always comparing the same period using the same definition of a regular customer.
Can I give a stamp for a Google review?
With Club Card, yes: 5 extra stamps for the review on Google Maps, once, added by your staff after seeing it published. You decide whether to turn it on.
Can I message customers on WhatsApp who never gave me permission?
The WhatsApp Business policy requires that the person gave you their number and agreed to receive your messages. If you don't have that permission, ask for it on their next visit.
What do I do if a customer asks to stop receiving messages?
Take them off the list that same day. WhatsApp requires you to respect opt-out requests, and that customer can keep coming to your shop even without getting messages.
Sources
Want a club for your business?
We leave it up and running: a card in Google Wallet, CRM, birthdays and win-back in one plan.