The restaurant industry in India is booming. With rising incomes, urbanization, and changing lifestyles, more and more people are eating out frequently. The restaurant sector is projected to be worth US$79 billion by 2022. However, the market is also highly competitive with new restaurants opening every day. Attracting and retaining customers is critical for success in this industry.
This article covers 20 proven and effective strategies that restaurants in India can use to attract more customers. Implementing some or all of these strategies can help drive more footfall, increase repeat visits, and boost sales and revenues.
1. Focus on Excellent Food Quality and Consistency
This is perhaps the most fundamental strategy – serve delicious food consistently. Customers will only come back if they have a great dining experience. Use high quality ingredients, train your chefs well, and standardize recipes to ensure consistency. Taste every batch before serving. Monitor online reviews and customer feedback to identify any dips in food quality or service. Investing in good food and service is far better than spending on expensive marketing and promotions.
2. Create a Unique and Memorable Brand Identity
Build a distinct brand identity with a unique value proposition, brand story, logo, tagline, and design theme. This will differentiate you from competitors and help customers remember you. For example, control the portion sizes, focus on local and seasonal ingredients, go eco-friendly, specialize in a region’s cuisine, or offer modern twists to traditional dishes. Use branding elements like logos, signage, staff uniforms, décor, and packaging cohesively to reinforce your brand image.
3. Use Social Media Effectively to Build Awareness and Loyalty
Social media is one of the most effective platforms for restaurants in India to engage with customers. Create social media profiles on platforms like Instagram, Facebook, Twitter etc. Share attractive photos and short videos of dishes, restaurant ambience, events or chef tips. Respond promptly to comments and queries. Offer exclusive deals or discounts only for social media followers. Hashtag your location so people nearby can find your restaurant. Social media drives discovery while helping build a relationship with your brand.
4. Offer Discounts and Promotions Strategically
Running promotions like happy hours, meal deals, or discounts on weekdays can attract customers. But avoid deep discounting that reduces your margins. You can offer promotions only on slow days or timings to drive sales when demand is lower. Partner with banks or payment wallets for cashback offers. Strategic promotions targeted at the right customers at the right time work better than across-the-board discounts.
5. Provide Excellent Customer Service
Great customer service creates delightful experiences that keep customers coming back. Hire friendly staff and train them on addressing customer queries patiently. Monitor online reviews to address any customer complaints promptly. Get feedback through surveys or conversations on where you can improve. Thanking customers and getting to know their preferences enhances the personal touch. Going the extra mile keeps customers happy and loyal.
6. Invest in Ambient Factors Like Music, Lighting and Décor
Customers are attracted not just by the food but the overall atmosphere. Pay attention to ambient elements like music, lighting, seating layout, artwork and floral arrangements. Play upbeat music matching your brand identity. Use bright lighting during lunch and dimmer tones for dinner. Interior design and decor should evoke the right emotion. A lively, warm, classy, or relaxed ambience enhances the dining experience.
7. Optimize Menu Design and Offerings
Analyze your best selling and most profitable menu items. Feature them prominently on menus and displays. Refresh your menu regularly based on changing tastes and seasons. Add more salads, healthy bowls, gluten-free or vegan options to meet current trends. Use appealing food descriptions and stunning food photos. Categorize menu logically with prices listed clearly. Well-designed menus pique interest and help customers make choices easily.
8. Partner with Food Delivery Services
Tie up with food delivery platforms like Zomato and Swiggy. More customers now prefer to order in than dine out. List your restaurant on multiple platforms to maximize reach. Offer discounts or free delivery exclusively on the platforms. Ensure food retains quality and temperature during delivery through optimal packaging. Home delivery expands your customer base at low cost.
9. Leverage Influencer Marketing
Collaborate with food bloggers, media personalities or local celebrities to market your brand. Offer them a free tasting experience in exchange for reviews, social media posts, videos or advertisements. Even micro-influencers with 5,000-10,000 local followers can generate buzz. A positive review or recommendation from an influencer enhances credibility and makes more customers try your restaurant.
10. Focus on Speedy Service
Customers expect fast service. Track average order completion times and speed up processes through better kitchen workflows. Set up multiple billing counters so customers don’t wait long to pay. Train staff to anticipate needs like water refills so customers don’t have to ask repeatedly. Reduce menu items that take very long to prepare. Customers should get food within 5-10 minutes of ordering even during rush hours.
11. Offer Reservation and Takeaway Facilities
Offer facilities for customers to book tables in advance through calls or your website. Reserved tables ensure customers don’t wait during peak times. Enable takeaway and self-pickup options for greater convenience. Customers who can’t wait for dine-in can take food home. Takeaway also reduces dependency on delivery apps. Offer special self-pickup discounts or combos to promote these facilities.
12. Start a Loyalty Program
Loyalty programs retain customers by rewarding repeat purchases. Offer a points-based program where customers earn points for every purchase. Reward free food, discounts, or membership perks upon reaching certain milestones. Gamify the experience by offering different tiers like gold or platinum based on points. Customers will keep visiting to accumulate points for the rewards.
13. Use Feedback Surveys to Improve Continuously
Actively seek customer feedback using online surveys or paper forms. Ask about their satisfaction with food quality, service speed, pricing, ambience and staff friendliness. Track ratings over time to measure improvements. Follow up with dissatisfied customers. Continuous feedback provides insights on enhancing both food and service.
14. Offer Seasonal and Trending Menu Items
Update menu options based on seasons and customer preferences. In summers, serve more salads, smoothies, and cold desserts. Monsoons call for hot snacks and beverages. Adapt global food trends like Mexican tacos, Japanese matcha tea or vegan burgers. Create festive specials around occasions like Valentine’s Day, Independence Day or regional festivals. Limited-time specialty items create excitement.
15. Organize Food Festivals and Events
Organize events like food festivals, cooking workshops, or bottle release parties. Collaborate with other restaurants. Invite chef influencers or celebrities. Such events drive awareness, increase sales, and allow customers to sample your offerings in a fun setting. Post photos and videos on social media to attract more participants. Events paired with discounts or combos convert new visitors into regular patrons.
16. Provide Tech Options Like Digital Menus and Payments
Leverage technology to improve customer convenience and safety. Shift to digital menus that customers can browse on their own phones. Offer e-wallets, credit cards, QR code payments etc. in addition to cash. Set up free WiFi. Technology enhances the dining experience while reducing physical contact for better hygiene and safety.
17. Partner with Corporates for Catering Orders
Tie up with corporates in your locality for providing catering services like lunch/snacks delivery or special menus for office parties and events. Dedicate staff for handling bulk orders efficiently. Offer discounts on large volumes to get more business. Catering provides a steady revenue stream, helps fill weekday lull periods and also introduces your food to more professionals who may become regular patrons.
18. Focus on Localization and Customization
Customize menu, decor and music to local tastes in each area. Profile the local community to add dishes pairing their favorites flavors and ingredients. Hiring local staff also improves familiarity with customers. Offer flexibility for customization like choosing sauces or toppings. Tailoring food and experience to each locality shows you care for local preferences.
19. Use Email and SMS Marketing Effectively
Collect customer contact details like email IDs and phone numbers. Send personalized promotional emails for special offers, new menu launches, or events. Ensure customers can easily opt out. Send brief SMS alerts on discounts or membership updates. Both channels allow targeted, cost-effective marketing directly to interested customers. Maintain inbox hygiene by seeking explicit consent and avoiding spamming customers.
20. Analyze Data to Make Informed Decisions
Use data to gain insights that inform your strategies and offerings. Track sales of each dish to optimize the menu. See which promotions or web pages attract more conversions. Understand customer demographics and dining habits through surveys. Analytics from online channels and POS systems reveal relationships that can improve every aspect of the customer experience, far beyond guesswork.
Conclusion
India’s competitive restaurant industry requires strategic efforts to attract and retain more customers. Using various combinations of the 20 strategies covered in this article can help strengthen your marketing, enhance brand awareness, improve food and service quality, leverage technology, and data-driven insights to drive higher customer satisfaction and sales for your restaurant.
Start with foundational elements like great food and service. Optimize operations for speed and consistency even during peak times. Deliver excellent hospitality and create a memorable brand identity that resonates with your customers. Engage actively on social media and partner with influencers. Offer value through promotions and loyalty programs. Analyze data to continuously adapt and improve.
Attracting customers takes persistence across various initiatives. But the effort pays off with deeper customer loyalty and higher revenues. Implementing even some of these proven strategies can significantly boost your restaurant’s customer base in India’s highly competitive market.
