One of the most widely quoted figures in business is attributed to Frederick Reichheld of Bain & Company: increasing customer retention by 5% can raise profits by 25% to 95%. It comes from studies of service businesses and varies by industry, so treat it as a signal rather than a promise — but the idea holds: a guest who comes back costs less and earns more than one you have to find again.
In cafés especially, regulars make up a large part of daily sales.
Simple loyalty ideas
- A digital stamp card: the tenth cup free — simple and easy to understand.
- Remember the guest: their name and usual order — a personal touch that costs nothing.
- A second-visit offer: a small voucher after the first visit to bring guests back within two weeks.
- Occasion rewards: such as a birthday or the anniversary of joining your programme.
Measure what matters
- How many guests came back within 30 days?
- How often does a regular visit each month?
- What is a returning guest’s average bill compared with a new one’s?
Consistent quality is the strongest loyalty programme; offers help, but they never make up for a bad experience.