In this day and age, online is the order of the day. Using your online bookings to bring in new and repeat business is critical for your restaurant’s success, as is knowing how to garner and retain customer loyalty.
Although technology drives almost every aspect of life, as a restaurateur, your skills may lie more on the food and beverage side than the digital one. To help you out, we’ve created a comprehensive guide to better online bookings and customer loyalty to level up your marketing techniques.
Start With Seamless Online Booking
If your booking system is hard to use or doesn't solicit enough customer information, you're losing diners before they ever walk through the door. Choose a reservation platform that aligns with your goals, not just one that's trendy. Look for one with built-in user databases that integrate well with Google and Instagram. Consider what matters most to your restaurant:
- Do you want to avoid high per-cover fees?
- Do you need prepayment or ticketing for special events?
- Do you want more control over guest data?
It’s also essential to make your online booking system fast and mobile-friendly. Up to 72% of restaurant searches happen on mobile, so your booking process needs to be optimized for small screens, fast-loading, and frictionless. Ideally, it should take less than 30 seconds to book a table, and no login is required.
Customers also want instant confirmation. If they have to call to double-check or wait for a reply, you risk losing them. A live calendar with real-time updates is non-negotiable in 2025.
Keep Communication Clear and Friendly
Once a customer books a table, your job is to reassure them they’ve made the right choice. You can do this by automating confirmations and reminders. Use your booking platform or a CRM tool to send:
- Immediate confirmation of their reservation
- A reminder 24-48 hours before the booking
- A follow-up message afterward to thank them or request feedback.
Keep the tone friendly and personalized. A simple “We’re excited to host you, [Name]!” goes a long way.
Update Your Google Business Profile
A huge number of guests search for restaurants on Google, so it’s critical that your Google business profile is always kept up to date. You can do this by checking that your click-to-reserve buttons are working, that your current hours are relevant, especially during the holiday season, and that any specials or promotions are valid.
Use Data to Anticipate Guest Needs
If you’re not capturing guest data, you’re missing out on repeat visits, so it’s essential to build guest profiles. The best reservation systems and POS tools let you collect info like visit history, guests’ favorite dishes, allergies or dietary restrictions, and celebration dates.
By 2027, email marketing profits are set to reach $17.9 billion, making this the perfect way to use the data you collect to personalize your guests’ experience. When a customer makes a subsequent booking and gets an email about their favorite dish being on special or a birthday wish, it creates a special connection and builds customer loyalty.
Don’t blast your entire customer list with every update. Instead, segment the list according to their profiles. You could create lists for VIP regulars, first-time guests, brunch fans, wine event attendees, and more. Targeted emails get better engagement and make your marketing feel more like a conversation than a sales pitch.
Make Loyalty Feel Like a Relationship
Old-school loyalty cards, whether physical or digital, have their place in drawing repeat customers. However, diners crave recognition, not just rewards, so take time to create a loyalty program that satisfies this need.
Points and discounts are fine, but experiences are better. Try perks like:
- Priority access to new menus or reservations
- Invitations to private tastings
- A complimentary dessert on the third visit
- Allowing guests additional loyalty rewards when they book online
- Special bonuses with subscription packages
Keep it simple, trackable, and tied to behavior you want to encourage (like returning within 30 days or referring a friend).
Encourage and Respond to Feedback
Your online reviews are often a guest’s first impression of your restaurant. After a customer’s visit, send a thank-you message with a gentle nudge to leave a review. Then, respond to each one received, even the bad ones.
A polite and timely response shows you care. For positive reviews, thank them personally. For negative ones, acknowledge the guest’s issues, apologize, and go the extra mile to make it right. Sometimes, a restaurateur’s attitude and efforts after a bad review can elicit repeat visits. It’s all about how you respond.
Link Social Media to Your Online Booking Systems
Social media is incredibly powerful, so it's an obvious tool for restaurateurs to leverage for better online bookings. Think of your socials as your digital front door.
Share what makes your establishment unique:
- Behind-the-scenes kitchen moments
- Chef stories
- Seasonal ingredients
- Regular guest shout-outs
Use social media to start conversations, provide interesting content, and get your guests' pictures and rave reviews. Then, of course, add "Reserve" buttons to your social media profiles and link them directly to your booking page in stories and posts. The fewer steps between your content and the reservation, the better.
Train Staff to Match the Online Experience In-Person
Guests want to be recognized for more than their regular visits. Train your staff to recognize loyal customers by name and face. If your online booking system flags a repeat diner, prep the host or server with key info, like the last visit date, favorite wine, and whether they usually dine solo or with a group. These touches make guests feel like part of your restaurant family.
While using personal information is important, friendly and attentive service is paramount, as is top-notch food quality. Online business and technology are helpful tools, but there’s no substitute for the personalized, human touch.
Bring In The Bookings and The Regulars
A better online booking system can get people in the door. But true loyalty? That comes from consistent hospitality, personalization, and making every guest feel part of the family.
In 2025 and beyond, restaurants that blend tech with heart will win. Use the tools at your fingertips, but never forget that every reservation is a relationship waiting to happen.
Are you registered for our Crave and Crave on the Menu newsletters? Sign up today!
Plan to Attend or Participate in Our Events:
- 2025 Bar & Restaurant Expo Colorado, October 26-28, 2025, Denver, Colorado
- 2026 Bar & Restaurant Expo, March 23-25, 2026, Las Vegas, Nevada.
To book your sponsorship or exhibit space at our events, fill out our form.
Also, be sure to follow Bar & Restaurant on Facebook and Instagram for all the latest industry news and trends.