In this episode of the Guest Getter Podcast, I sit down with Dean Jackson, co-host of the I Love Marketing podcast and creator of the 8 Profit Activators, to uncover a hidden strategy that can help restaurants unlock “back-door revenue.” If you’re a restaurant owner, this is a must-listen, as we dive into simple yet powerful shifts that can significantly impact your bottom line.
Key Takeaways from the Episode
1. The Power of a Guest Experience Map
Dean explains how creating a clear guest experience map—from the moment a guest makes a reservation to when they leave—helps identify friction points and opportunities to enhance their visit. Optimizing these small touchpoints can lead to more satisfied guests and increased revenue per diner.
2. Capturing Guest Data Is Non-Negotiable
Many restaurants miss out on one of their most valuable assets: guest data. Dean stresses the importance of capturing contact information in the “during unit” (while guests are dining) and building a strong “after unit” that nurtures relationships and keeps guests coming back. Whether it’s a birthday club or an enticing offer, this data is key to driving repeat visits.
3. The “Easy Yes” Offer
One of the standout strategies Dean shares is creating an “easy yes” menu—a low-resistance, high-margin offer (think a $5 cocktail or a $20 gift card for $5) that guests can’t refuse. This not only increases per-diner spend but also builds momentum for repeat visits.
4. Why a Compelling Offer Beats a Convincing Argument
Dean breaks down why offering a $20 gift card can be more effective than any buy-one-get-one offer. He explains that diners are more likely to take action on a compelling offer that requires little risk, making it a key strategy for bringing new people into your restaurant.
Ready to Unlock Your Back-Door Revenue?
If you’re a restaurant owner looking to boost revenue and build stronger relationships with your guests, these insights from Dean Jackson offer actionable steps you can implement right away.
For more from Dean, head to DeanJackson.com, where you can dive deeper into the 8 Profit Activators and explore his other valuable resources.
