Office Hours: Why You Shouldn’t Reward Regulars

I’m Josh Kopel, a Michelin-awarded restaurateur and the creator of the Restaurant Scaling System. I’ve spent decades in the industry, building, scaling, and coaching restaurants to become more profitable and sustainable. On this show, I cut through the noise to give you real, actionable strategies that help independent restaurant owners run smarter, more successful businesses.

Today I dig into what customer loyalty really means and why so many programs miss the mark. Loyalty is not about discounts. It is about access, recognition, and the feeling of being valued. I break down how small moments of surprise and genuine connection can drive more repeat visits than any points system. If you want your guests to come back more often and spend more when they do, these strategies will help you build relationships that last.
 
Takeaways

• Loyalty should be about access, not just perks.
• Recognition is key to building emotional equity.
• Surprise elements in loyalty programs enhance customer engagement.
• Creating thresholds in loyalty fosters a sense of belonging.
• Handwritten notes can significantly improve customer relationships.
• Loyalty programs should focus on privilege rather than discounts.
• Emotional economics can drive customer loyalty effectively.
• Regulars should feel special through personalized experiences.
• Surprise and delight can differentiate your restaurant from competitors.
• Tracking changes in loyalty strategies can reveal valuable insights.

Chapters

00:00 Introduction to Hospitality Insights

01:26 Rethinking Customer Loyalty

05:48 Creating Emotional Connections with Guests

If you’ve got a marketing or profitability related question for me, email me directly at josh@joshkopel.com and include Office Hours in the subject line. If you'd like to scale the profitability of your restaurant in only 5 days, sign up for our FREE 5 Day Restaurant Profitability Challenge by visiting https://joshkopel.com.