How can we increase our customer base?

What should a pizzeria and pub (The Big Cheese and Pub) do to keep or increase thier customer base?

• The Big Cheese and Pub 606 Reservoir Ave., Cranston, RI, 02910 This is for a business project.

• Answer:

  Well, before you can really answer that you need to know three things: 1. What is their current customer base? Teens? College Students? Young Adults? Older Adults? Are the affluent? Are the not affluent? How often does the average customer frequent the establishment? What is the average guest check? 2. What is the competition? What do they sell? Where do they advertise? What programs do they have to gain/retain customers? 3. What is the establishment currently doing? Do they advertise? If so, where? If not, why? You can't really come up with a good plan without information like that. Otherwise you're just coming up with somewhat random information, not an actual marketing plan. That being said, there are a couple of things that work well. 1. Customer loyalty program - a frequent purchaser program tends to encourgage repeat business. Buy 10 pizzas, and get the 11th free. 2. Frequent customer specials - tell valued frequent customers that if they say the magic word, or ask for a special off-menu item, then it's at a discount. I want a "Customer Special" which is the large pepperonni, but at half pice. 2. Special Nights for Target - not getting enough teen business? Have "Area High School Night" and give customers with a valid student id from said school free soft drinks with minimum purchase. These are totally shots in the dark without the information I listed above.