USE THIS TEMPLATE
The editable template is available for free after signing up at Out of Dark. Out of Dark is not a whiteboard or diagramming tool, so adding and editing the touchpoints in the template takes seconds, not hours.
Activity map view
Detail view
In this business, the word that can make or break your business is experience. Not your experience, but the experience customers (can) have at your place. Until they come, you can only communicate this experience via images, videos, and your previous customers.
Another aspect is attracting people who are walking or driving near your place – do you want them to notice you, or do you want to keep a low profile and rely on online, socials, and word of mouth? Speaking of word of mouth – when you ask people why they recommend a place to their friends or family, it’s not just food or drinks – it’s the experience we’ve mentioned above.
Think about how you can make them feel special, how you can arrange or do something that will make them want to shout it from the rooftops. There are many things you can do and try – and keeping them all in a customer journey map will ensure you have them organized and allow you to systematically measure and improve them, too.
Our Bar & restaurant customer journey template is divided into 4 phases based on the Awareness, Consideration, Purchase, Loyalty framework that addresses all 4 stages of customer engagement.
Here’s the template outline:
1. Awareness
In the “Awareness” phase, the goal is to increase visibility and attract potential customers. This could involve strategies like local advertising, and social media marketing. Creating visually appealing content, such as Instagram-worthy dishes, and engaging with local food influencers can attract attention and bring awareness to the restaurant.
Social media
To increase brand visibility, we utilize social media, focusing on key metrics like reach, engagement, follower growth, and web traffic.
Local influencers
To enhance brand reach and credibility, we engage in collabs with influencers, focusing on metrics such as audience engagement, conversion rates, and brand sentiment.
Outdoor advertising
Utilizing billboards and other outdoor spaces for displaying the restaurant’s branding and specials, with effectiveness measured by the increase in foot traffic and inquiries attributed to these ads, often assessed through customer surveys or tracking promotional codes.
2. Consideration
As you move into the “Consideration” phase, focus on providing valuable information and building interest. This may include sharing interesting menu items, chef stories, and unique restaurant sales offers through blog or in local media. Reviews, food tastings and behind-the-scenes content can be shared to engage potential customers and build anticipation.
Profiles on local websites
To enhance local visibility, we maintain profiles in local online directories and city guides. Key metrics include the number of profile visits, customer inquiries, and local search rankings, focusing on increasing community engagement and local brand awareness.
SEO
To improve online visibility, we implement SEO strategies, focusing on key metrics such as search engine rankings, organic traffic, and keyword performance.
Ads in local media
To reach potential customers, we advertise in local media, focusing on metrics like ad impressions, click-through rates, and conversion effectiveness.
3. Purchase
When potential customers consider where to eat out, they enter the “Purchase” phase. Strategies might involve offering online booking options, special tasting events, limited-time menu offers, or promotions that encourage them to make a reservation or visit the restaurant.
Reservation system
To streamline the booking process and boost conversions, we optimize our reservation system, with a focus on metrics such as booking completion rates, user experience improvements, and the overall revenue generated through the system.
Website
To engage and inform potential customers, we maintain our website, focusing on the number of conversions and overall website traffic as key metrics.
Delivery services
To facilitate convenient deliveries and expand our reach, we partner with delivery services, focusing on metrics such as the volume of orders placed through these services and the customer feedback received.
4. Loyalty
The “Loyalty” stage in the restaurant business involves engagement after the visit. It’s centered on delivering outstanding service during the visit and maintaining contact afterward. This could include post-visit surveys, personalized follow-up emails, membership in loyalty programs, or special offers for returning customers, all aimed at ensuring their satisfaction and motivating future visits.
Reviews
To support customer loyalty, we focus on collecting reviews, emphasizing key metrics like the number of reviews and the average rating.
Loyalty program
To strengthen customer retention, we implement a loyalty program, concentrating on metrics like enrollment numbers, repeat purchase rates, and redemption of rewards.
Email marketing
To nurture customer relationships, we engage in email marketing, focusing on metrics such as open rates, click-through rates, and the number of conversions generated.
