Greene King Customer Care Team
Bury St Edmunds
Phone: 0845 850 4545
Never take your regular customers for granted! The chap that comes in every day at 4pm for a pint of Greene King IPA should be treated with every bit of respect as someone coming in and spending £100 on a meal. The reason for this? Your regular customer who buys his pint every day, 365 days a year, is worth over £1,000 a year to you (based on £3.00 per pint). The customer who comes in and spends £100 on a meal may never return (hopefully they will!), but your regular is there come wind, rain or shine and is a constant source of income.
Make sure that your customer service and outlet standards are always maintained to a high level. If a regular is proud of their pub, they are more likely to bring friends and family to you, which will help you in your quest for new customers!
This is a fine balancing act. There is little point in changing the style of your outlet if your regular customers are happy with what you provide. However, neither do you want to fall behind the competition. The trick is to adapt and make sure that you do not alienate your regulars but also appeal to new customers. This could be something really simple such as investing in WiFi.
Use your regulars as a sounding board for your ideas and gain their feedback. It will make them feel involved in your outlet and that their opinion is valued. It may make you realise that compromises may need to be made or other solutions need to be found to make your idea work.
Involve yourself in your community with your outlet at the heart of what is going on. Find out what is important to your locals and offer your help and advice in setting up and running events. Encourage local groups to meet in your outlet by offering free snacks or tea and coffee or your function room for free. Make sure that people see your pub as part of their community.