Marketing a local restaurant effectively is crucial for attracting and retaining customers in a competitive market. With the rise of digital platforms and shifting consumer behaviours, restaurants must adopt a comprehensive marketing strategy that spans both online and offline channels. This guide explores essential strategies for marketing a local restaurant, from building a strong brand identity to leveraging social media and local advertising.

Quick links to article sections:

• Understanding Your Target Audience
• Building a Strong Brand Identity
• Optimizing Your Online Presence
• Leveraging Social Media Marketing
• Using Email Marketing Effectively
• Implementing Loyalty Programs
• Hosting and Promoting Events
• Utilizing Local Influencers and Bloggers
• Encouraging and Managing Online Reviews
• Investing in Local Advertising
• Maximizing Word-of-Mouth Marketing
• Tracking and Analyzing Marketing Efforts
• Conclusion

Understanding Your Target Audience

Identifying Local Demographics

To market your restaurant successfully, understanding your customers is key. Start by identifying the demographics of your local area, including age groups, income levels, and cultural backgrounds. This information helps tailor your marketing efforts to appeal to the right audience.

Knowing your local demographics also allows you to make informed decisions about your menu, pricing, and promotional strategies. For instance, if your area has a large student population, offering budget-friendly options or student discounts could be a significant draw.

Similarly, if your locale is known for a particular cultural heritage, incorporating related themes or dishes could resonate well with your community.

Analyzing Customer Preferences and Behaviours

Beyond demographics, delve into customer preferences and behaviors. Are your customers health-conscious, or do they prefer comfort food? Do they dine out frequently, or are they more inclined toward takeout? Understanding these patterns allows you to create menu items and promotions that resonate with your audience.

Use customer feedback, social media interactions, and sales data to gather insights. This data can help you identify trends and make data-driven decisions about what to offer and how to market it. For example, if you notice a growing interest in plant-based options, introducing new vegan dishes could attract a broader audience.

Creating Customer Personas for Targeted Marketing

Develop detailed customer personas based on your research. These personas should represent different segments of your audience and guide your marketing strategies. For instance, if a large portion of your customers are young professionals, you might focus on social media marketing and quick lunch deals.

Each persona should include key characteristics such as age, occupation, lifestyle, and dining preferences. By personalizing your marketing efforts for each group, you can create more compelling and relevant campaigns that drive engagement and loyalty. Tailoring your approach to these personas ensures that your messaging resonates and converts better.

Building a Strong Brand Identity

Crafting a Unique Value Proposition

Your restaurant’s value proposition is the cornerstone of your marketing strategy. It distinguishes you from competitors and draws customers to your establishment. To craft a compelling value proposition, consider what makes your restaurant special. Are you offering a farm-to-table experience, an innovative fusion menu, or an intimate, family-friendly atmosphere? Clearly define these unique attributes and communicate them consistently across all marketing channels.

Once you’ve identified your unique selling points, weave them into your overall brand narrative. This narrative should be reflected in everything from your website and social media to your in-restaurant materials. The goal is to create a cohesive story that resonates with your target audience, making them eager to choose your restaurant over others.

Designing a Memorable Logo and Tagline

Your logo is often the first visual element that customers associate with your brand. It should be simple, distinctive, and reflective of your restaurant’s character. Consider working with a professional designer to create a logo that stands out and is versatile enough to be used across various mediums, from signage to digital media. A well-designed logo helps establish brand recognition and sets the tone for your restaurant’s identity.

In addition to a logo, a catchy tagline can significantly enhance your brand’s memorability. Your tagline should encapsulate the essence of your restaurant in a few words. For example, if your restaurant is known for authentic Italian cuisine, a tagline like “A Taste of Italy” could be effective. The key is to make it memorable and aligned with the overall brand message.

Both your logo and tagline should be prominently featured in your marketing materials, including menus, website, and social media profiles. Consistency in visual and verbal branding helps reinforce your identity and makes it easier for customers to remember your restaurant.

Developing a Consistent Brand Voice and Message

Establishing a consistent brand voice is crucial for building trust and recognition. Your brand voice should reflect the personality of your restaurant—whether it’s casual and friendly, elegant and sophisticated, or bold and adventurous. This voice should be evident in all your communications, from social media posts and email newsletters to in-house promotions and customer interactions.

To maintain consistency, create a brand style guide that outlines your preferred tone, language, and messaging guidelines. This guide can be a valuable reference for anyone involved in your marketing efforts, ensuring that all communications align with your brand identity. Consistent messaging across all platforms helps create a unified brand experience that customers can easily identify with.

Optimizing Your Online Presence

Importance of Having a Responsive Website

Your website is a critical component of your restaurant’s online presence, serving as a digital storefront where potential customers can learn about your offerings. It’s essential that your website is responsive, meaning it adapts seamlessly to different devices, such as smartphones, tablets, and desktops.

A responsive design ensures that users have a positive experience no matter how they access your site, which is crucial for keeping potential customers engaged.

Key features of your website should include an easily navigable menu, a clear location map, and an online reservation system. Additionally, make sure your site loads quickly and is optimized for search engines. Slow-loading websites can frustrate users, leading them to leave before they’ve even had a chance to explore your offerings. By ensuring your site is fast and user-friendly, you increase the likelihood of converting visitors into customers.

Don’t forget to include high-quality images of your food, interior, and any unique features your restaurant offers. These visuals can entice visitors and give them a taste of what to expect, making them more likely to visit your restaurant in person. Also, ensure that your website is regularly updated with current information, such as seasonal menus or special events, to keep customers informed and engaged.

Implementing Local SEO Strategies

Local SEO is vital for making your restaurant visible to people searching for dining options in your area. Start by optimizing your website’s content with location-based keywords that potential customers might use, such as “best Italian restaurant in [City]” or “family-friendly dining in [Neighborhood].” These keywords should be naturally integrated into your website’s pages, including your homepage, menu descriptions, and blog posts.

Building local backlinks from reputable websites and directories can also boost your search engine rankings. Collaborate with local food bloggers, news sites, and community pages to get mentions and links back to your website. These backlinks signal to search engines that your restaurant is a trusted local business, helping improve your visibility in search results.

Claiming and Optimizing Google My Business Listing

Google My Business (GMB) is one of the most powerful tools for local marketing. By claiming and optimizing your GMB listing, you can control how your restaurant appears on Google Search and Maps. Start by ensuring all your business information is accurate, including your address, phone number, and hours of operation. These details are often the first things potential customers look for, so it’s crucial they’re up to date.

To further enhance your GMB profile, add high-quality photos of your restaurant, dishes, and any special features. Photos not only make your listing more attractive but also give potential customers a glimpse of what to expect.

Regularly update your photos to keep your profile fresh and engaging. Additionally, encourage satisfied customers to leave reviews on your GMB listing. Positive reviews can significantly boost your credibility and attract more diners.

Lastly, take advantage of the various features GMB offers, such as posting updates about special events, new menu items, or promotions. These posts appear directly in your GMB listing and can help you engage with potential customers in real-time. Monitoring and responding to customer reviews, both positive and negative, is also crucial for maintaining a positive online reputation.

Leveraging Social Media Marketing

Choosing the Right Social Media Platforms

Social media is a powerful tool for marketing a local restaurant, but it’s important to choose the right platforms based on where your target audience spends their time. Platforms like Instagram and Facebook are particularly effective for restaurants, as they allow you to showcase your dishes, promote events, and interact with customers in real-time. Instagram, with its focus on visual content, is ideal for posting high-quality photos and videos of your food, interior, and special events.

Facebook, on the other hand, offers a broader range of features, such as event creation, reviews, and direct messaging. By maintaining an active presence on these platforms, you can build a community around your restaurant and keep customers engaged with regular updates. Consider also using platforms like Twitter for quick updates and interactions, and Pinterest for sharing recipes and food inspiration. The key is to focus on platforms that align with your audience’s preferences and habits.

Engaging with Local Community Groups and Influencers

Engaging with local community groups on social media is a great way to build awareness and drive traffic to your restaurant. Many communities have active groups on Facebook or Nextdoor where residents share recommendations and discuss local businesses. Participating in these groups allows you to connect with potential customers directly, share your restaurant’s story, and promote special offers or events.

Another effective strategy is to collaborate with local influencers who have a strong following in your area. Influencers can help amplify your reach by sharing their dining experiences with their audience, which can attract new customers to your restaurant. Whether it’s through a sponsored post, a food review, or a giveaway, partnering with influencers can boost your visibility and credibility within the local community.

Creating Shareable Content and Promotions

Creating shareable content is key to increasing your restaurant’s visibility on social media. Shareable content can take many forms, such as mouth-watering photos of your dishes, behind-the-scenes videos of your kitchen, or customer testimonials. The goal is to create content that resonates with your audience and encourages them to share it with their networks, thereby expanding your reach organically.

Promotions are another effective way to engage your audience and drive traffic to your restaurant. Offer special deals, discounts, or limited-time offers that encourage customers to visit and share their experiences. Contests and giveaways are also popular on social media and can generate excitement around your brand.

For example, you could run a contest where customers share their favorite dish for a chance to win a free meal. These types of promotions not only attract attention but also create a sense of community and loyalty among your followers.

Using Email Marketing Effectively

Building an Email List from Local Patrons

Email marketing is a direct and personal way to stay in touch with your customers. Start by building an email list of local patrons who have visited your restaurant or shown interest in your offerings. You can collect email addresses through your website, social media, or in person at your restaurant by offering incentives like a discount on their next visit or a free appetizer for signing up.

Once you have a list, segment it based on customer preferences, visit frequency, and other relevant factors. This allows you to send targeted emails that are more likely to resonate with each group. For example, you could send a special offer to frequent diners or a personalized birthday discount to customers. The more tailored your emails, the more effective they’ll be in driving repeat business and fostering loyalty.

Crafting Personalized and Seasonal Email Campaigns

Personalization is key to making your email marketing campaigns more effective. Addressing customers by name, referencing their past visits or favourite dishes, and tailoring offers to their preferences can significantly increase engagement. Seasonal campaigns are also a great way to keep your emails fresh and relevant.

Whether it’s promoting a special holiday menu, celebrating your restaurant’s anniversary, or highlighting seasonal ingredients, these campaigns can create a sense of urgency and encourage customers to visit.

Additionally, consider using storytelling in your emails to build a deeper connection with your audience. Share the story behind a new dish, introduce your chef or staff, or highlight customer experiences. These personal touches can make your emails more engaging and help build a loyal community around your restaurant.

Utilizing Automated Email Marketing Tools

Automated email marketing tools can help you streamline your campaigns and ensure consistent communication with your customers. Tools like AWeber, Mailchimp, Constant Contact, or HubSpot allow you to set up automated workflows for different customer segments, such as welcome emails for new subscribers, reminders for upcoming events, or follow-ups after a visit.

Automation not only saves time but also ensures that your customers receive timely and relevant messages. For example, you can set up an automated email to go out to customers who haven’t visited in a while, offering them a special discount to encourage their return. These tools also provide valuable analytics, allowing you to track open rates, click-through rates, and conversions, so you can continuously refine your strategies for better results.

Implementing Loyalty Programs

Designing a Customer Loyalty Program

A well-designed customer loyalty program can be a powerful tool for driving repeat business and increasing customer retention. Start by identifying the behaviours you want to reward, such as frequent visits, large orders, or referrals. Then, design a program that offers meaningful rewards, such as discounts, free items, or exclusive access to special events. The key is to make the program easy to understand and participate in, with clear rules and attractive incentives.

Consider using a point-based system where customers earn points for each visit or purchase, which they can then redeem for rewards. Alternatively, you could offer a punch card system, where customers receive a free item after a certain number of purchases. Whatever format you choose, ensure that it aligns with your brand and resonates with your target audience.

Integrating Loyalty Programs with Mobile Apps

In today’s digital age, integrating your loyalty program with a mobile app can enhance the customer experience and make it easier for customers to participate. Many customers prefer the convenience of tracking their rewards and redeeming offers directly from their smartphones. Consider developing a custom app for your restaurant or using a third-party platform that offers loyalty program integration.

Mobile apps also provide opportunities for personalized marketing. By collecting data on customer preferences and behaviours, you can send targeted offers and notifications that encourage repeat visits. For example, you could send a push notification about a new menu item that aligns with a customer’s past orders, or remind them about an upcoming reward they can redeem.

Promoting Loyalty Rewards through Multiple Channels

To maximize the effectiveness of your loyalty program, promote it through multiple channels, including your website, social media, email, and in-restaurant signage. Make sure your customers are aware of the benefits and how easy it is to join. Highlight the rewards they can earn and share success stories from other loyal customers to create excitement around the program.

Encourage your staff to mention the loyalty program to customers during their visits and provide them with information on how to sign up. The more visibility you give to the program, the more likely customers are to participate and spread the word to others. Over time, a well-promoted loyalty program can help build a strong base of repeat customers who are motivated to return again and again.

Hosting and Promoting Events

Planning Local Events and Themed Nights

Hosting local events and themed nights can be an effective way to attract new customers and create memorable experiences that keep them coming back. Consider organizing events that cater to your target audience’s interests, such as live music nights, wine tastings, or cooking classes. Themed nights, such as Taco Tuesdays or Italian Wine Wednesdays, can also become weekly traditions that draw in regular crowds.

When planning an event, think about how it aligns with your brand and what makes your restaurant unique. For example, if you specialize in seafood, a “Lobster Fest” could be a hit. Ensure that the event is well-organized and promoted through all your marketing channels, including your website, social media, email newsletters, and in-house posters. The goal is to create buzz and excitement that drives attendance and encourages customers to spread the word.

Collaborating with Local Businesses for Joint Promotions

Collaborating with other local businesses can amplify your event’s reach and create a sense of community involvement. Consider partnering with nearby businesses for joint promotions, such as offering a discount to customers who show a receipt from a partner business or co-hosting an event. For instance, if there’s a local brewery nearby, you could host a beer and food pairing night, combining your strengths to offer a unique experience.

Joint promotions not only help you reach a wider audience but also build relationships within the local business community. These partnerships can lead to long-term collaborations that benefit all parties involved. By supporting each other, local businesses can create a network that drives more traffic and fosters a stronger sense of community.

Utilizing Event Marketing on Social Media and Local Listings

Effective event marketing is essential for driving attendance and maximizing the impact of your efforts. Social media is a powerful tool for promoting events, allowing you to reach a large audience quickly and engage with potential attendees.

Create event pages on Facebook, share event details on Instagram, and post behind-the-scenes content leading up to the event to build anticipation. Encourage your followers to share the event with their networks and offer incentives, such as a discount for bringing a friend.

In addition to social media, make sure your event is listed on local event calendars, such as those found on community websites, local newspapers, and apps like Eventbrite. These platforms can help you reach people who are actively looking for things to do in your area. By combining social media and local listings, you can create a comprehensive event marketing strategy that ensures your event is well-attended and successful.

Utilizing Local Influencers and Bloggers

Identifying Relevant Local Influencers

Local influencers and bloggers can play a significant role in promoting your restaurant to a wider audience. Start by identifying influencers who have a strong following in your area and whose content aligns with your brand. These could be food bloggers, lifestyle influencers, or even local celebrities who are known for their dining recommendations. The key is to find individuals whose followers are likely to be interested in your restaurant.

Once you’ve identified potential influencers, reach out to them with a personalized pitch that highlights why you’d like to collaborate. Offer them a complimentary meal in exchange for a review or social media post, or invite them to a special event at your restaurant. Influencers can provide valuable exposure and lend credibility to your brand, especially if they genuinely enjoy their experience and share it with their audience.

Partnering with Food Bloggers for Reviews

Food bloggers are particularly influential when it comes to restaurant marketing. A positive review from a respected blogger can bring in new customers and boost your restaurant’s reputation. When partnering with food bloggers, it’s important to ensure that the experience you offer them is top-notch, from the quality of the food to the level of service. A well-written review that highlights your restaurant’s strengths can serve as a powerful endorsement that resonates with their readers.

Consider creating a press kit that includes high-quality photos, a sample menu, and information about your restaurant’s story and key offerings. This can make it easier for bloggers to write detailed and accurate reviews. Additionally, follow up with bloggers after their visit to thank them for their time and ask if they need any additional information. Building strong relationships with bloggers can lead to ongoing collaborations and continued exposure for your restaurant.

Creating Mutually Beneficial Collaborations

Collaborations with local influencers and bloggers should be mutually beneficial. While you gain exposure and attract new customers, influencers benefit from fresh content and unique experiences they can share with their followers. Consider offering exclusive experiences, such as a private tasting event or a behind-the-scenes tour of your kitchen, to make the collaboration more enticing.

In return, influencers can provide valuable insights and feedback that can help you improve your offerings and marketing strategies. Maintaining open communication and a spirit of collaboration ensures that both parties benefit from the partnership. Over time, these relationships can become an integral part of your marketing strategy, helping you stay connected with your community and continually attract new customers.

Encouraging and Managing Online Reviews

Importance of Positive Reviews for Local Businesses

Positive online reviews are crucial for the success of any local restaurant. Reviews on platforms like Google, Yelp, and TripAdvisor not only influence potential customers but also impact your search engine rankings. A steady stream of positive reviews can significantly enhance your restaurant’s credibility and attract more diners.

Encourage satisfied customers to leave reviews by making the process as easy as possible. Include links to your review profiles in follow-up emails, on your website, and on your social media pages. You can also offer incentives, such as a discount on their next visit, for leaving a review. The goal is to build a strong online reputation that reflects the quality of your food and service.

Strategies for Encouraging Customers to Leave Reviews

Encouraging customers to leave reviews requires a proactive approach. Train your staff to mention reviews during customer interactions, particularly when customers express satisfaction with their experience. A simple request, such as, “We’re glad you enjoyed your meal! If you have a moment, we’d appreciate it if you could share your experience online,” can go a long way.

Additionally, consider creating visually appealing prompts within your restaurant, such as table tents or signage near the checkout, reminding customers to leave a review. Digital reminders, such as follow-up emails or SMS messages, can also be effective. The key is to make the request feel natural and not pushy, so customers are more inclined to share their positive experiences.

Responding to Both Positive and Negative Feedback Professionally

Managing online reviews effectively involves responding to both positive and negative feedback in a professional manner. When you receive positive reviews, take the time to thank the customer and acknowledge their feedback. This shows that you value their opinion and appreciate their support, which can encourage repeat business and further positive reviews.

Negative reviews, while challenging, offer an opportunity to demonstrate your commitment to customer satisfaction. Respond promptly and courteously, addressing any concerns raised and offering a solution where possible.

Whether it’s an apology, a discount on a future visit, or a personal invitation to return, your response should aim to resolve the issue and rebuild trust. Handling negative feedback with grace can turn a dissatisfied customer into a loyal one and shows potential customers that you care about their experience.

Investing in Local Advertising

Exploring Local Print and Radio Ads

While digital marketing is crucial, traditional advertising methods like print and radio ads still hold value, especially for reaching older demographics or those who may not be as active online. Local newspapers, magazines, and radio stations offer targeted advertising opportunities that can effectively promote your restaurant to the community.

When crafting your ads, focus on what sets your restaurant apart. Highlight any unique dishes, special offers, or events, and include clear calls to action, such as “Join us for dinner tonight!” or “Call now to reserve your table.” Consistent messaging across all your ads reinforces your brand identity and ensures that potential customers remember your restaurant.

Using Geotargeted Online Ads (Google Ads, Facebook Ads)

Geotargeted online ads allow you to reach potential customers within a specific geographic area, making them ideal for local restaurant marketing. Platforms like Google Ads and Facebook Ads offer advanced targeting options that let you focus your ads on users within a certain radius of your location, increasing the likelihood of attracting nearby diners.

When setting up geotargeted ads, use location-specific keywords and ad copy that speaks directly to your local audience. For example, you might run a Facebook ad promoting your restaurant’s weekend brunch to users within a 5-mile radius, with copy like, “Looking for the best brunch spot in [City]? Join us this weekend for delicious options!” These ads can be highly effective in driving foot traffic, especially when paired with compelling offers or promotions.

Advertising in Local Newspapers and Magazines

Local newspapers and magazines can provide valuable exposure, particularly if they are well-read within your community. Advertising in these publications allows you to reach residents who may prefer traditional media or who are specifically looking for local dining options. Look for publications that align with your restaurant’s brand and target audience.

In addition to traditional ads, consider writing sponsored content or advertorials that provide more in-depth information about your restaurant. These pieces can tell your restaurant’s story, showcase your menu, or highlight special events, giving readers a more comprehensive understanding of what you offer. The key is to create content that resonates with the publication’s readership and compels them to visit your restaurant.

Maximizing Word-of-Mouth Marketing

Encouraging Customer Referrals

Word-of-mouth marketing is one of the most powerful forms of promotion for a local restaurant. When customers have a great experience, they’re likely to tell their friends, family, and colleagues, which can lead to new business. Encourage this behaviour by offering incentives for referrals, such as a discount for both the referring customer and the new customer they bring in.

You can also create a formal referral program that rewards customers for each new diner they refer. Whether it’s a free appetizer, a percentage off their next bill, or a special gift, these incentives can motivate your customers to spread the word about your restaurant.

Make sure to promote the referral program through your website, social media, and in-restaurant signage to maximize participation.

Creating a Referral Program

Designing a referral program requires careful consideration of what will motivate your customers to participate. The rewards should be valuable enough to encourage action but not so costly that they eat into your profits. A tiered program, where customers earn increasing rewards for multiple referrals, can be particularly effective in encouraging ongoing participation.

To track referrals, you can use a referral code system or provide customers with personalized referral cards. Make the process as seamless as possible, with clear instructions on how customers can refer others and claim their rewards. Regularly review and adjust the program based on its performance to ensure it continues to drive new business effectively.

Fostering Community Connections through Sponsorships and Partnerships

Building strong community connections can significantly enhance your restaurant’s visibility and reputation. Consider sponsoring local events, sports teams, or charitable organizations. Sponsorships not only increase your brand’s exposure but also demonstrate your commitment to supporting the community, which can endear your restaurant to local residents.

Partnerships with other local businesses can also be mutually beneficial. For example, you could collaborate with a local bakery to offer a joint brunch special or work with a nearby theatre to create dinner-and-a-show packages. These partnerships can introduce your restaurant to new customers while also strengthening ties within the local business community.

Community involvement helps establish your restaurant as a local staple, making it the go-to spot for dining and socializing. Over time, these efforts can lead to a loyal customer base that supports your business and helps it thrive.

Tracking and Analyzing Marketing Efforts

Setting Up KPIs (Key Performance Indicators)

Tracking the effectiveness of your marketing efforts is essential to understanding what works and where you can improve. Start by setting up Key Performance Indicators (KPIs) that align with your business goals. Common KPIs for restaurant marketing include website traffic, social media engagement, customer acquisition cost, and return on investment (ROI) for specific campaigns.

These metrics provide valuable insights into how well your marketing strategies are performing and where you might need to adjust your approach. For example, if you notice that your social media engagement is high but website traffic is low, you might focus on improving the call-to-action in your posts or enhancing your website’s user experience. Regularly reviewing your KPIs helps you stay on track and ensures that your marketing efforts are driving meaningful results.

Utilizing Tools Like Google Analytics and Social Media Insights

Tools like Google Analytics and social media insights are invaluable for tracking and analyzing your marketing performance. Google Analytics provides detailed data on your website’s traffic, including where visitors are coming from, what pages they’re viewing, and how long they’re staying. This information can help you identify which marketing channels are driving the most traffic and which pages are most effective at converting visitors into customers.

Social media platforms also offer built-in analytics tools that allow you to monitor engagement, track follower growth, and analyze the performance of your posts.

By regularly reviewing these insights, you can determine which types of content resonate most with your audience and adjust your strategy accordingly. These tools make it easier to measure the impact of your marketing efforts and refine your approach for better results.

Adjusting Marketing Strategies Based on Data Analysis

Data analysis is key to optimizing your marketing strategies. By regularly reviewing your KPIs and analytics data, you can identify trends, strengths, and areas for improvement. For instance, if a particular social media campaign is driving high engagement but low conversions, you might experiment with different messaging or calls to action to improve results.

It’s important to stay flexible and willing to adapt your strategies based on the data you collect. Marketing is not a one-size-fits-all approach, and what works for one campaign might not work for another. By continuously analyzing your performance and making data-driven adjustments, you can ensure that your marketing efforts remain effective and aligned with your business goals.

Conclusion

Marketing a local restaurant requires a multifaceted approach that combines traditional and digital strategies to reach a diverse audience. By understanding your target customers, building a strong brand identity, and leveraging both online and offline marketing channels, you can effectively attract and retain customers in a competitive market.

From optimizing your online presence and utilizing social media to hosting events and engaging with the local community, each strategy plays a crucial role in driving traffic and building loyalty. The key is to stay adaptable, continuously track your efforts, and be willing to refine your approach based on what works best for your restaurant.

With a well-rounded marketing plan in place, your restaurant can stand out in the local dining scene, attract more customers, and build a loyal customer base that keeps coming back for more.