How to Avoid Cheapening Your Brand in 2019 | Modern Restaurant Management | The Business of Eating & Restaurant Management News

Attracting new customers and retaining existing ones is a constant challenge in an environment as competitive as the restaurant industry.Offering discounts or special promotions, such as half-price bottles of wine or $5 appetizers, can be winning strategies for attracting more diners, but the benefits also carry an element of risk. For instance, customers may come to expect a discount at every visit and move on to another restaurant once the savings end. Restaurants also risk devaluing their brand by offering promotions too frequently.

Instead of relying too heavily on discounts, restaurant owners would be better served by focusing on building a loyal customer base. Delivering personalized dining experiences, offering customers the chance to weigh in on new menu offerings and implementing a loyalty program can help transform your restaurant into a go-to destination for guests.

Make it PersonalOne way to stand out from the competition is by offering a personalized experience that…

Steve Fusco

Steve Fusco is president of Rewards Network, a fintech company providing marketing, loyalty rewards programs, and capital for the restaurant industry. He oversees the sales and partnership functions. As a growth leader, Fusco brings a strong background and deep experience in the fields of e-commerce, finance, banking, and technology from his tenure at PayPal and before that, Citigroup. At PayPal, Fusco held a number of roles of increasing responsibility. Most recently, he served as vice president and general manager of global distribution, where he led a global team responsible for partnerships with technology platforms and marketplaces. Prior to PayPal, he served in a variety of executive roles at Citigroup, in both the credit card and retail banking businesses.

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Steve Fusco