The VIP Guest Framework

Not every guest is worth the same, so stop treating them the same

Once a restaurant runs its reservations, orders, events and messages through one system, a pattern shows up fast: a small group of guests carries a large share of the business. Some come back every few weeks. Some bring a table of twelve. Some celebrate every birthday and anniversary with you. Some simply spend more every time.

Yet most restaurants talk to all of them the same way: one newsletter, one promo, one "Dear valued customer". That is a missed opportunity. Luxury is not only beautiful interiors and expensive food. Luxury is recognition. A guest who has spent hundreds of thousands of naira with you should never feel like a stranger at the door.

Step 1: Score every guest on four signals

You do not need a data team. Look at each guest over the last 12 months and score four signals from 1 (low) to 3 (high). Most of it is already in your booking and order history.

1. 1

   Recency: when did they last visit?

   A guest who came last week is warmer than one who came in March. Score 3 for a visit in the last 30 days, 2 for the last 90, 1 for longer.

2. 2

   Frequency: how often do they come?

   Count visits and orders in the last 12 months. Score 3 for roughly once a month or more, 2 for a few times a year, 1 for once.

3. 3

   Spend: what are they worth to you?

   Use their total spend over 12 months, from the bill, not the deposit. Score 3 for your top tenth of spenders, 2 for the middle, 1 for the rest.

4. 4

   Influence: who and what do they bring?

   Big parties, birthdays and anniversaries, event tickets and the friends they introduce. Someone who books for eight every quarter is worth more than their own bill shows. Score 3 if they bring the room, 1 if they come alone.