Center City Scenes: Restaurants court customers to strengthen loyalties

As Valentine's Day nears, restaurants are working harder than ever to entice customers and woo them to fall in love with their food and service.

Connie Rhoades, co-owner of marketing firm Hudson Bryce LLC, emphasized the importance of developing a "unique selling position" at the small-business education seminar hosted by Urban Districts Alliance in January. What will draw customers out of their homes to spend precious discretionary income on dining? What will make them choose one particular establishment and drive past dozens of competitors?

Several experienced center city restaurants offered these insights.

Listen

Kevin Mackey, manager of Springfield Brewing Co. at Market and McDaniel, said the most important thing is listening to customers.

"Independent restaurant managers are rare breeds," he said. "I know this from being the past president and current treasurer of (Springfield Independent Restaurant Association). It is a difficult business that requires decisions be made constantly on the spot. As a result, it is easy to lose sight of ... customer satisfaction. I consistently solicit opinions from our regular customers, (everything from) new TVs to what the mugs are going to look like the next year. Not only does this give me a fresh look at the decision I'm making, but it also makes them feel like they have a stake in the business and are respected and valued."

Mackey puts a premium on regular faces at the brewery, including its mug club members, who are assigned their own numbered mug to use each time they visit.

"I train my staff to pay special attention to regular customers," he added. "I make sure they remember their names, their spouses' names, their mug numbers and anything else that might be going on in their lives. In a crucial time for restaurants where it is extremely hard to gain new 'regulars,' no one can afford to lose the ones that they have. I constantly remind my staff of this fact and try to make sure they go above and beyond with our regular clientele to keep them coming back."

Ambiance

"We try to create a more relaxed feel to complement the nature of our physical space through homemade menu items and servers not using a strict script or hard sell," said Craig and Julia Anderson, co-owners of Nonna's on South Avenue.

A combination of architecture, menu items, price points and server training are all important to reinforcing the ambiance and cultivating allegiance to a particular location, they said.

Consistency

"Right now with the economy, it's very important for restaurants to be consistent with service and quality food," said Nicola Gilardi, owner of Ristorante Gilardi on Walnut Street. "Restaurants aren't a core need, it's a luxury expense. Treat every one of your customers with respect because they've chosen to come to your place. We try to make every visit the best experience we can provide. I could spend $100,000 in advertising, but it's not worth the positive word-of-mouth from satisfied customers."

Programs

Many restaurants use special programs or initiatives to help make their businesses stand out. Lyle Foster hosts live music, theater events, and community groups as a way to establish his Big Momma's Coffee House on Commercial Street as a gathering spot. Such activities have created a sense of pride among fellow business owners, loft residents and those who live in the surrounding neighborhoods to support their north-side coffeehouse.

Mackey at Springfield Brewing Co. said the mug club has 340 members.

"The members pay $60 to join. They receive a (numbered) mug for the year," he said. "The mugs are 4 ounces bigger than our normal pints, and beer is the same price. They get a T-shirt, an ID card and they get to keep their mug at the end of the year. Additionally, they get specials each month. The specials vary, but some examples are half-priced appetizers, free pool, $1 off beers, etc. Membership renewal is from mid-November to mid-December. Last year, only 12 percent did not renew their memberships. The memberships that were remaining sold out in four days."

When taking your significant other out for a well-deserved night on the town this Valentine's Day, make sure to take a moment to tell the server or the owner what you love about their special place. Communication is the key to any long-term relationship.

Rusty Worley, executive director of Urban Districts Alliance, can be reached at rusty@itsalldowntown.com.