Mid week slump? We don’t know her.
Let’s cut to the chase: Weekdays suck for hospitality. No one’s getting dressed up for a Tuesday night dinner unless they have a damn good reason. But here’s the thing—you’re sitting on a goldmine of data that you’re probably not even using. I’m talking about your booking system. Most systems these days aren’t just for taking reservations; they’re a direct line back to your past customers. If you’re not tapping into that, you’re leaving money on the table.
The Quiet Day Reality
Every venue has them—those quieter days when the tills aren’t ringing like they should be. It’s a struggle, but it’s also a fact of life in hospitality. You’ve got your regulars who love what you do, but they’re not mind readers. They don’t know you’ve got empty tables waiting for them unless you tell them. That’s where your booking system comes in.
The Power of Reconnection
Here’s a stat for you: Returning customers spend 67% more than new ones. Let that sink in. These people already know your vibe, your menu, your staff—and they like it enough to have come before. Why not give them a little nudge to come back? Research shows that it costs five times more to attract a new customer than to keep an existing one, and increasing customer retention rates by just 5% can increase profits by 25% to 95%. Most booking systems let you send emails, and some even allow SMS. But are you using this to your advantage? Probably not. And that’s a problem.
Venues that actively engage with their existing customers through these features see an average 30% increase in weekday bookings. That’s not just filling tables—it’s boosting your bottom line on days that are usually a struggle.
The Basic Strategy: Reaching Out
So, how do you fix this? Simple. Set up a midweek reconnection campaign. Here’s a straightforward strategy:
- Segment Your Audience: First off, pull a list of everyone who’s dined with you in the last 3 months. Most systems will let you filter by date, so do it. This is your goldmine—people who’ve dined with you and might be looking for an excuse to come back.
- Craft the Message: Keep it direct and offer something they can’t resist. Example: “Hey [Name], we’ve missed you! Book a table this Wednesday and enjoy a complimentary dessert on us. You deserve a midweek treat.”
- Automation Is Your Friend: If your booking system allows it, set this up as an automated email or SMS to go out every Monday morning. Automation means you’re not spending time every week doing this manually—just set it and forget it.
- Follow Up with Feedback: After their visit, send a follow-up email asking for feedback. Something simple like, “We hope you enjoyed your meal! We’d love to hear about your experience—good or bad.” This does two things: it shows your customers you care about their experience, and it gives you insight into why they might not be rebooking. Maybe the food was great, but the service was slow. Maybe the atmosphere wasn’t quite what they expected. Knowing this lets you address issues before they become bigger problems and shows your customers you’re serious about improving.
Advanced Automation Prompts
Here are some more sophisticated automation prompts that can really drive value:
- Post-Visit Upsell:
- Email Subject Line: “We Hope You Loved Your Meal! Here’s a Treat for Next Time”
- Message: “Thanks for dining with us! We’d love to see you again soon. Book within the next two weeks and enjoy 20% off your entire bill. Just click here to reserve your table: [Link]”
- Loyalty Program Enrollment:
- Email Subject Line: “Join Our Loyalty Program and Get Exclusive Perks!”
- Message: “You’re one of our favorite guests, and we want to show our appreciation. Join our loyalty program today and start earning points for every meal. Sign up now: [Link]”
- Anniversary Reminder:
- Email Subject Line: “It’s Been a Year Since Your Last Visit—Let’s Celebrate!”
- Message: “We noticed it’s been a year since you last dined with us. Come back and celebrate with a complimentary glass of wine or dessert on us. We’d love to see you again: [Link]”
- Event Invitation:
- Email Subject Line: “Exclusive Invitation: [Event Name] at [Your Venue]”
- Message: “We’re hosting a special event, and you’re invited! Join us for [Event Name] on [Date]. Enjoy an exclusive experience with [Details about the event]. Reserve your spot now: [Link]”
- Customer Satisfaction Survey:
- Email Subject Line: “Tell Us How We Did—Your Feedback Matters!”
- Message: “Thank you for dining with us! We’re always looking to improve and would love to hear your thoughts. Please take a moment to fill out our short survey: [Link]. As a thank you, you’ll receive a 10% discount on your next visit.”
- Midweek Flash Offer:
- Email Subject Line: “Midweek Flash Offer—Dine with Us and Save!”
- Message: “We’ve got a special offer just for you! Book a table for this Wednesday or Thursday and enjoy 15% off your meal. Hurry, this offer won’t last long: [Link]”
- Birthday Surprise:
- Email Subject Line: “Happy Birthday, [Name]! Celebrate with Us”
- Message: “We heard it’s your birthday! Come celebrate with us and enjoy a free dessert or drink on the house. Book your birthday meal today: [Link]”
Why This Works
This isn’t rocket science, but it is effective. You’re not cold-calling strangers; you’re reconnecting with people who already like what you offer. Venues that use these tactics effectively report a 20% increase in customer retention rates and a 25% boost in average transaction value. By giving customers a reason to come in on a quieter day, you’re filling tables that would otherwise stay empty. Plus, you’re building loyalty. The more they dine with you, the more they become attached to your brand.
And don’t underestimate the power of feedback. Addressing customer concerns promptly can turn a one-time visitor into a loyal regular. Venues that actively seek and act on feedback see a 15% higher customer satisfaction rate and are more likely to retain those customers long-term.
The Bottom Line
Stop wasting the tools you’ve already got. Your booking system is more than just a digital reservation book; it’s a powerful marketing tool. Use it. Fill those quiet days. Build that loyalty. Get the feedback that will help you improve. And, most importantly, get those tills ringing.
